The Role of Machine Learning in Creating and Capturing Value

Abstract

The use of machine learning technologies by the world's most profitable companies to personalise their offerings is commonplace. However, not all companies using machine learning technologies succeed in creating and capturing value. Academic research has studied value creation through the use of information technologies, but this field of research tends to consider information technology as a homogeneous phenomenon, not considering the unique characteristics of machine learning technologies. This literature review aims to study the extent to which value creation and value capture through machine learning technologies are being investigated in the field of information systems. Evidence is found of a paucity of publications focusing on value creation through the use of ML in the enterprise, and none on value capture. This study's contribution is to provide a better understanding of the use of machine learning technologies in information systems as a social and business practice.