Source:
- IE University – Insights, Published on October 15th, 2024.
By Francesco Derchi
Purpose is a strategic tool for driving innovation, competitive advantage, and addressing AI challenges, writes Francesco Derchi.
Since the early 2000s, technology has dominated discussions among scholars and professionals about global development and economic trends, with the first wave of research regarding the internet’s impact on firms and society focusing on the enabling potential of technologies. The concept of “digital revolution,” as popularized by Nicholas Negroponte, became the new paradigm for broader considerations about the development of the firm’s macro environment, and how businesses could leverage it as an asset for creating competitive advantage. The following wave focused on the convergence of different technologies, such as manufacturing, and included the dynamics of coexistence between humans and machines. From the management side, the major challenges are related to defining effective digital transformation practices that could help to migrate organizations and exploit this new paradigm.
The current technological focus builds on these previous trends, particularly on artificial intelligence and more recently on the emergence of generative AI. The Age of AI is characterized by technology’s power to reshape business and society on a variety of levels. While AI’s pervasive impact is not new for firms, the mainstream adoption of ChatGPT for business purposes and the response to this ready adoption from big tech players like Microsoft, Google, and more recently Apple, shows how AI is reshaping and influencing companies’ strategic priorities.
From a research perspective, AI’s societal impact is inspiring new studies in the field of ethics. Luciano Floridi, now of Yale University, has identified several challenges for AI, characterizing them by global magnitudes like its environmental impact and has identified several challenges for AI security, including intellectual property, privacy, transparency, and accountability. In his work, Floridi underlines the importance of philosophy in defining problems and designing solutions – but it is equally important to consider how these challenges can be addressed at the firm level. What are the tools for managers?
Part of the answer may lie in the increasing and recent focus of management studies around “corporate purpose” and “brand purpose.” This trend represents an important attempt to deepen our understanding of “why to act” (purpose framing) and “how to act” (purpose formalizing and internalizing), while technology management studies address the “what to act” (purpose impacting) question. Furthermore, studies show that corporate purpose is critical for both digital native firms as well as traditional companies undergoing a digital transformation, serving as an important growth engine through purpose-driven innovation. It is therefore fair to ask: can purpose help in addressing any of the AI challenges previously mentioned?
Purpose concepts are not exclusively “cause-related” like CSR and environmental impact. Other types have emerged, such as “competence” (the function of the product) and “culture” (the intent that drives the business). This broadens the consideration of impact types that can help address specific challenges in the age of AI.
Purpose-driven organizations are not new. Take Tesla’s direction “to accelerate the world’s transition to sustainable energy” – it explicitly addresses environmental challenges while defining a business direction that requires constant innovation and leverages multiple converging technologies. The key is to have the purpose formalized and internalized within the company as a concrete drive for growth.
Due to its characteristics, the MTP plays a key role in digital transformation. This necessarily ambitious and long-term vision or goal – the Massive Transformative Purpose – requires firms, particularly those focused on exponential growth, to address emerging accelerating technologies with a purpose-first transformation logic. P&G’s Global Business Services division was able to improve market leadership and gain a competitive advantage over various start-ups and potential disruptors through its “Free up the employee, for free” MTP. This served as a north star for every employee, encouraging them to contribute ideas and best practices to overcome bulky processes and limitations.
My research on MTPs in AI-era firms explores their role in driving innovation to address specific challenges. Results show that the MTP impacts the organization across four dimensions, requiring commitment and synergy from management. Let’s consider these four dimensions by looking at Airbnb:
- Internal Impact: The MTP acts as the organization’s genetic code and guiding philosophy. It is key for leveraging employee motivation, with a strong relationship between purpose, organizational culture, and firm values. Airbnb’s culture of belonging highlights this, with its various purpose-shaping practices, starting with culture-fit interviews delivered during the recruitment process.
- Brand and Market Influence: The MTP contributes directly to building a strong brand and influencing the market. It allows firms to extend beyond functional and symbolic benefits to make the impact of the company on society visible. This involves addressing market demand coherently and consistently. Airbnb’s “Bélo” symbol visually represents this concept of belonging while their MTP features in campaigns like “Wall and Chain: A Story of Breaking Down Walls.”
- Competitive Advantage and Growth: The MTP drives innovation and can lead to superior stock market performance. In digital firms, it’s key in the creation of ecosystems that aggregate leveraged assets and third parties for value creation. The company’s “belong anywhere transformation journey” is a strategic initiative that formalized and interiorized the MTP through various touchpoints for all the different ecosystem members. As Leigh Gallagher details in her 2016 Fortune feature about the company, “When travellers leave their homes, they feel alone. They reach their Airbnb, and they feel accepted and taken care of by their host. They then feel safe to be the same kind of person they are when they’re at home.”
- Core Organization Identity: The MTP is considered part of the core dimension of the organization. More than a goal or business strategy, it is a strategic issue that generates a sense of direction and purpose that affects every part of the organization: internal, external, personality, and expression. This dimension also involves the role of the founder(s) and their personality in shaping the business. At Airbnb, the MTP is often used as a shortcut to explain the firm’s mission and vision. The founders’ approach is pragmatic, and instead of debating differences, time should be spent on execution. At the same time, the personalities of the three founders, Chesky, Gebbia, and Blecharcyzk, are the identity of the firm. They were the first hosts for the platform. Their credibility is key for making Airbnb a trustworthy and coherent proposal in a crowded market.
Executives and leaders of business in the current AI era should embrace three key principles. Be true: Purpose is an essential strategic tool that enables firms to identify and connect with their original selves, decoding their reason for being and embedding it into their identity. Be ambitious: The MTP allows for global impact, confronting major challenges by synthesizing business values and guiding innovation paths to address AI-related issues. Be generous: Purpose allows firms to explicitly address environmental and social issues, taking action on values-based challenges such as transparency, respect for intellectual property, and accountability. By following these principles, organizations and their leaders can maintain their direction and continue to advance in the AI era.
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From the same author
Read the articleSource:
- Times of Malta, published on September 18th, 2025
4 min read
The gathering brought together academics and technology leaders from prominent European Institutions, such as Instituto de Empresa (IE University), OPIT itself and the Royal College of Arts, to explore how artificial intelligence is reshaping the university experience.
The OPIT AI Copilot has been trained on the institute’s complete academic archive, a collection created over the past three years that includes 131 courses, more than 3,500 hours of recorded lectures, 7,500 study resources, 320 certified assessments, and thousands of exercises and original learning documents.
Unlike generic AI tools, the Copilot is deeply integrated with OPIT’s learning management system, allowing it to track each student’s progress and provide tailored support.
This integration means the assistant can reference relevant sources within the learning environment, adapt to the student’s stage of study, and ensure that unreleased course content remains inaccessible.
A mobile app is also scheduled for release this autumn, that will allow students to download exercise and access other tools.
During examinations, the Copilot automatically switches to what the institute calls an “anti-cheating mode”, restricting itself to general research support rather than providing direct answers.
For OPIT’s international community of 500 students from nearly 100 countries, many of whom balance studies with full-time work, the ability to access personalised assistance at any time of day is a key advantage.
“Eighty-five per cent of students are already using large language models in some way to study,” said OPIT founder and director Riccardo Ocleppo. “We wanted to go further by creating a solution tailored to our own community, reflecting the real experiences of remote learners and working professionals.”
Tool aims to cut correction time by 30%
The Copilot will also reduce administrative burdens for faculty. It can help grade assignments, generate new educational materials, and create rubrics that allow teachers to cut correction time by as much as 30 per cent.
According to OPIT, this will free up staff to dedicate more time to teaching and direct student engagement.
At the Milan event, Rector Francesco Profumo underlined the broader implications of AI in higher education. “We are in the midst of a deep transformation, where AI is no longer just a tool: it is an environment that radically changes how we learn, teach, and create,” he said.
“But it is not a shortcut. It is a cultural, ethical, and pedagogical challenge, and to meet it we must have the courage to rethink traditional models and build bridges between human and artificial intelligence.”
OPIT was joined on stage by representatives from other leading institutions, including Danielle Barrios O’Neill of the Royal College of Art, who spoke about the role of AI in art and creativity, and Francisco Machin of IE University, who discussed applications in business and management education.
OPIT student Asya Mantovani, also employed at a leading technology and consulting firm in Italy, gave a first-hand account of balancing professional life with online study.
The assistant has been in development for the past eight months, involving a team of OPIT professors, researchers, and engineers.
Ocleppo stressed that OPIT intends to make its AI innovations available beyond its own institution. “We want to put technology at the service of higher education,” he said.
“Our goal is to develop solutions not only for our own students, but also to share with global institutions eager to innovate the learning experience in a future that is approaching very quickly.”
Read the articleFrom personalization to productivity: AI at the heart of the educational experience.
Click this link to read and download the e-book.
At its core, teaching is a simple endeavour. The experienced and learned pass on their knowledge and wisdom to new generations. Nothing has changed in that regard. What has changed is how new technologies emerge to facilitate that passing on of knowledge. The printing press, computers, the internet – all have transformed how educators teach and how students learn.
Artificial intelligence (AI) is the next game-changer in the educational space.
Specifically, AI agents have emerged as tools that utilize all of AI’s core strengths, such as data gathering and analysis, pattern identification, and information condensing. Those strengths have been refined, first into simple chatbots capable of providing answers, and now into agents capable of adapting how they learn and adjusting to the environment in which they’re placed. This adaptability, in particular, makes AI agents vital in the educational realm.
The reasons why are simple. AI agents can collect, analyse, and condense massive amounts of educational material across multiple subject areas. More importantly, they can deliver that information to students while observing how the students engage with the material presented. Those observations open the door for tweaks. An AI agent learns alongside their student. Only, the agent’s learning focuses on how it can adapt its delivery to account for a student’s strengths, weaknesses, interests, and existing knowledge.
Think of an AI agent like having a tutor – one who eschews set lesson plans in favour of an adaptive approach designed and tweaked constantly for each specific student.
In this eBook, the Open Institute of Technology (OPIT) will take you on a journey through the world of AI agents as they pertain to education. You will learn what these agents are, how they work, and what they’re capable of achieving in the educational sector. We also explore best practices and key approaches, focusing on how educators can use AI agents to the benefit of their students. Finally, we will discuss other AI tools that both complement and enhance an AI agent’s capabilities, ensuring you deliver the best possible educational experience to your students.
-
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Related posts
Source:
- Times of Malta, published on September 18th, 2025
4 min read
The gathering brought together academics and technology leaders from prominent European Institutions, such as Instituto de Empresa (IE University), OPIT itself and the Royal College of Arts, to explore how artificial intelligence is reshaping the university experience.
The OPIT AI Copilot has been trained on the institute’s complete academic archive, a collection created over the past three years that includes 131 courses, more than 3,500 hours of recorded lectures, 7,500 study resources, 320 certified assessments, and thousands of exercises and original learning documents.
Unlike generic AI tools, the Copilot is deeply integrated with OPIT’s learning management system, allowing it to track each student’s progress and provide tailored support.
This integration means the assistant can reference relevant sources within the learning environment, adapt to the student’s stage of study, and ensure that unreleased course content remains inaccessible.
A mobile app is also scheduled for release this autumn, that will allow students to download exercise and access other tools.
During examinations, the Copilot automatically switches to what the institute calls an “anti-cheating mode”, restricting itself to general research support rather than providing direct answers.
For OPIT’s international community of 500 students from nearly 100 countries, many of whom balance studies with full-time work, the ability to access personalised assistance at any time of day is a key advantage.
“Eighty-five per cent of students are already using large language models in some way to study,” said OPIT founder and director Riccardo Ocleppo. “We wanted to go further by creating a solution tailored to our own community, reflecting the real experiences of remote learners and working professionals.”
Tool aims to cut correction time by 30%
The Copilot will also reduce administrative burdens for faculty. It can help grade assignments, generate new educational materials, and create rubrics that allow teachers to cut correction time by as much as 30 per cent.
According to OPIT, this will free up staff to dedicate more time to teaching and direct student engagement.
At the Milan event, Rector Francesco Profumo underlined the broader implications of AI in higher education. “We are in the midst of a deep transformation, where AI is no longer just a tool: it is an environment that radically changes how we learn, teach, and create,” he said.
“But it is not a shortcut. It is a cultural, ethical, and pedagogical challenge, and to meet it we must have the courage to rethink traditional models and build bridges between human and artificial intelligence.”
OPIT was joined on stage by representatives from other leading institutions, including Danielle Barrios O’Neill of the Royal College of Art, who spoke about the role of AI in art and creativity, and Francisco Machin of IE University, who discussed applications in business and management education.
OPIT student Asya Mantovani, also employed at a leading technology and consulting firm in Italy, gave a first-hand account of balancing professional life with online study.
The assistant has been in development for the past eight months, involving a team of OPIT professors, researchers, and engineers.
Ocleppo stressed that OPIT intends to make its AI innovations available beyond its own institution. “We want to put technology at the service of higher education,” he said.
“Our goal is to develop solutions not only for our own students, but also to share with global institutions eager to innovate the learning experience in a future that is approaching very quickly.”
From personalization to productivity: AI at the heart of the educational experience.
Click this link to read and download the e-book.
At its core, teaching is a simple endeavour. The experienced and learned pass on their knowledge and wisdom to new generations. Nothing has changed in that regard. What has changed is how new technologies emerge to facilitate that passing on of knowledge. The printing press, computers, the internet – all have transformed how educators teach and how students learn.
Artificial intelligence (AI) is the next game-changer in the educational space.
Specifically, AI agents have emerged as tools that utilize all of AI’s core strengths, such as data gathering and analysis, pattern identification, and information condensing. Those strengths have been refined, first into simple chatbots capable of providing answers, and now into agents capable of adapting how they learn and adjusting to the environment in which they’re placed. This adaptability, in particular, makes AI agents vital in the educational realm.
The reasons why are simple. AI agents can collect, analyse, and condense massive amounts of educational material across multiple subject areas. More importantly, they can deliver that information to students while observing how the students engage with the material presented. Those observations open the door for tweaks. An AI agent learns alongside their student. Only, the agent’s learning focuses on how it can adapt its delivery to account for a student’s strengths, weaknesses, interests, and existing knowledge.
Think of an AI agent like having a tutor – one who eschews set lesson plans in favour of an adaptive approach designed and tweaked constantly for each specific student.
In this eBook, the Open Institute of Technology (OPIT) will take you on a journey through the world of AI agents as they pertain to education. You will learn what these agents are, how they work, and what they’re capable of achieving in the educational sector. We also explore best practices and key approaches, focusing on how educators can use AI agents to the benefit of their students. Finally, we will discuss other AI tools that both complement and enhance an AI agent’s capabilities, ensuring you deliver the best possible educational experience to your students.
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