Artificial intelligence in e-commerce

The digital sprint 2018

On your marks, get set, go! In early February, for the second year running, Professor Steve Muylle organised a "digital sprint" course. Within the space of just one week students from our Masters in General Management, our Masters in International Management & Strategy, our partner Accenture, its client and Steve himself worked together in a digital ecosystem. The opportunity to challenge one another and share knowledge and insight created substantial value for all the parties involved. Learning innovation, the Vlerick way.

“Wisdom of the crowd”

The digital sprint 2018 infographic“This is the second time I’ve organised a digital sprint,” explains Steve Muylle, Professor of Marketing & Digital Strategy. “This initiative is all about learning innovation, one of the School’s strategic pillars, in which we strive to jointly turn knowledge into action, and action into knowledge. It’s an exciting opportunity for the students, but also for everyone else involved, because the ‘wisdom of the crowd’ plays a big part. Think of it as 55 pairs of fresh eyes examining issues you've been working on for a while."

Tried-and-tested formula

“We knew from last year’s course that this innovative approach using a flipped classroom, small project groups and intensive coaching sessions works. On that occasion, we organised a similar digital sprint in collaboration with Accenture and BNP Paribas Fortis and got some very useful results,” Steve recalls. Wim Decraene, Managing Director of Accenture Digital BeLux, was also very enthusiastic about the whole thing at the time and thought it was worth repeating.

“Think of it as 55 pairs of fresh eyes examining issues you've been working on for a while.”

Wim: “When Steve mentioned it to me again, I didn’t hesitate for a moment. This time we jointly selected, Belgium’s largest e-commerce player and an interesting client of Accenture. The students were assigned the task of thinking up creative solutions to three particular challenges that is facing. We also asked them to look at what kind of role artificial intelligence might play.”

Fascinating starting point

Steve Muylle adds: “ had a well-defined assignment for our Masters students in International Management and Strategy and in General Management to work on. They were asked to look at how the e-commerce company can maintain its spectacular growth rate in the next five years and continue to grow by at least 30% each year. Three avenues were identified for them to pursue: how can acquire new members, how can it turn members into buyers and how can buyers be encouraged to spend more? And how can this be done through the use of Artificial Intelligence? A fascinating starting point for a fascinating week.”


The Digital Sprint 2018 magazine