With the rapid development of artificial intelligence/machine learning technologies (AI/ML) it is now opportune to consider the potential for these technologies to create new strategies for internationalisation. In this paper we examine the implications of deploying AI technologies on the internationalisation process of firms. We show how firms can create digital interactions from which information about individual's revealed preferences can be imputed. The use of this information by a proprietary AI model, rather than using FDI designed to learn about the characteristics of country markets as proxies to predict the general behaviour of consumers located there, provides a new, country-agnostic way to enter foreign markets and adapt to differences among consumers based on segments of one. AI can, therefore, enable born-digital firms, and potentially other businesses where digitalisation can play a role, to build new kinds of competitive advantages based on data network effects. We illustrate these theoretical propositions with reference to value-creation activities of the short-video streaming born-digital TikTok.

中文翻译：

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超越连接性：人工智能和数字公司的国际化


随着人工智能/机器学习技术 （AI/ML） 的快速发展，现在是考虑这些技术创造新国际化战略的潜力的时候了。在本文中，我们研究了部署 AI 技术对公司国际化进程的影响。我们展示了公司如何创建数字交互，从中可以估算有关个人所揭示的偏好的信息。专有的人工智能模型使用这些信息，而不是使用旨在了解国家市场特征的外国直接投资作为预测当地消费者一般行为的代理，提供了一种新的、与国家无关的方式来进入国外市场，并适应基于一个细分市场的消费者之间的差异。因此，人工智能可以使天生的数字公司，以及数字化可以发挥作用的其他企业，根据数据网络效应建立新的竞争优势。我们参考短视频流媒体原生数字 TikTok 的价值创造活动来说明这些理论命题。