The Impact of AI Adoption on Business Models and Value Chains: Insights from Italian Firms

This study addresses a critical gap in understanding how artificial intelligence (AI) adoption reshapes business models and value chains. Integrating the business model canvas (BMC) and Porter‟s Value Chain frameworks, it provides a comprehensive analysis of AI‟s transformative effects while distinguishing between Predictive/Analytic AI and Generative AI. Drawing on survey data from 237 senior managers in Italian firms, the research reveals that 36.7% of firms have not yet implemented AI solutions, indicating a cautious adoption trajectory. Among adopters, AI significantly impacts Key Activities, Customer Relationships, Operations, and Technology Development, with Predictive/Analytic AI achieving deeper operational penetration while Generative AI remains predominantly experimental. The most critical barrier is the availability of skilled personnel, followed by strategic clarity and data quality concerns. This study contributes by proposing an integrated analytical framework, offering differentiated insights on AI types, and providing practical guidance for managers pursuing AI-driven business model innovation and value chain optimisation.