Product details

The case focuses on the important decisions that Google needs to make in order to react to OpenAI's recent launch of an artificial intelligence (AI) chatbot, ChatGPT, that took the internet by storm. Participants have the reasons leading to the rapid growth of ChatGPT and other AI enabled chatbots, whether OpenAI will dominate the market, and how Google managed to dominate the search business, as well as whether Microsoft's investment on OpenAI and ChatGPT is justified. Participants will also have the opportunity to compare systematically Google's and OpenAI's products (ie, Bard and ChatGPT), discussing their business models, their evolution, and the optimal strategies for Google and OpenAI given their current positioning. Insights are also provided in relation to building a viable long-tail business model, whether OpenAI's strong ties with Microsoft could pose a threat to Google, and the future of ad-business during the advent of ChatGPT an Large Language Models (LLMs). The case is designed to spark debate in class and is a particularly well-fit case for courses or modules pertinent to strategy, technology management, digital transformation, and the management of artificial intelligence. It is intentionally short, to avoid presenting to the participants unnecessary, redundant, or common knowledge information, while also focusing the attention of participants only on the necessary information to spark an engaging and insightful conversation during class. It can be used in Executive Education, MBA programs, as well as in MIM programs where participants have prior work experience.