Empirical Analysis of AI Use and Iits Business Impact Focusing on the Role of Complementary Assets

Using the "Survey on AI and Data Utilization" we conducted an empirical analysis of the management benefits of AI utilization in companies and the complementary assets (human resources, data, and organization) involved. AI is utilized in various aspects of corporate activities. Here, we broadly divided these uses into three categories: those aimed at improving operational efficiency, primarily through cost reduction; those aimed at enhancing marketing to create customer value; and those aimed at creating innovation, such as new product development and new business development. We then analyzed the differences in the complementary assets required for each category. Our results revealed that with regard to data assets, utilizing internal company data is important for improving operational efficiency, while external data is also necessary for enhancing marketing and creating innovation. Furthermore, we found that utilizing internal company data to produce innovations and enhance marketing through AI requires the use of data scientists.