Managing human–AI collaboration: A strategic dilemma for livestreaming platforms

Abstract

Generative artificial intelligence (AI) is transforming digital platforms by reshaping customer interaction, organizational decision-making, and platform strategy. This teaching case presents a strategic dilemma in which managers must determine how AI should be integrated into a livestreaming platform after AI-powered streamers outperform human creators in operational efficiency and revenue generation. Students are asked to evaluate alternative strategies while balancing operational performance, stakeholder relationships, platform governance, and long-term competitive advantage. The case is designed for courses in information systems, digital transformation, AI management, and platform strategy.