Talk titled ‘The Future of Value Creation: Leading the Life eXperience Revolution’

The Centre for Teaching and Learning (CTL) at IIM Bangalore hosted a guest talk titled, ‘The Future of Value Creation: Leading the Life eXperience Revolution,’ on August 7, 2023. The talk was delivered by Dr. Venkat Ramaswamy, Professor of Marketing, Ross School of Business, University of Michigan, Ann Arbor.

The talk explored the concept of ‘Life X-verse’, which goes beyond the technology-intensive eras of the Industrial Revolution. Dr. Ramaswamy started his talk by referring to his award-winning book The Future of Competition, written alongside his mentor, C. K. Prahalad in 2004. He further highlighted how value creation would be more democratised with the evolution of the internet, thereby transforming how and where value was created, which were the key aspects of his book.

The speaker discussed the four phases of the Industrial Revolution and emphasized that the world is now at the cusp of the Life eXperience Revolution. He explained how AI-infused Extended Interactivity in current times has shifted the plane of value creation towards emergent Life eXperiences.