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  • October 2021 (Revised September 2022)
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SmartOne: Building an AI Data Business

By: Karim R. Lakhani, Pippa Armerding, Gamze Yucaoglu and Fares Khrais
  • Format:Print
  • | Language:English
  • | Pages:30
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Abstract

The case opens in August 2021, as Habib and Shahysta Hassim, husband and wife co-founders of the data labeling company SmartOne, contemplate the strategy of the high growth company. Between 2016 and 2021, SmartOne had kept doubling its size every two years and now, with its workforce of 1,000, it was annotating data for global tech clients.
The case provides a background on SmartOne’s journey from call center operations to data labeling and elaborates on the company’s operating and business model, providing details on processes such as: recruiting, training, managing the workforce, project management, and quality control. The case also provides a background on data labeling, data pipeline and the AI factory (a term explained in the case which represents the AI industry value chain) for larger context and gives an overview of the competitive environment.
In August 2021, the co-founders needed a strategy to shape the company’s future. Where in the AI factory could SmartOne position itself to remain relevant and take a piece of the evolving pie? Should the company grow upstream, to become a full data pipeline provider, or downstream into developing algorithms?

Keywords

Artificial Intelligence; Data Labeling; Entrepreneurship; Strategy; Operations; Business Model; Growth Management; Growth and Development Strategy; AI and Machine Learning; Africa; Madagascar; Europe; France; United States

Citation

Lakhani, Karim R., Pippa Armerding, Gamze Yucaoglu, and Fares Khrais. "SmartOne: Building an AI Data Business." Harvard Business School Case 622-059, October 2021. (Revised September 2022.)
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About The Author

Karim R. Lakhani

Technology and Operations Management
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Related Work

    • October 2021 (Revised September 2022)
    • Faculty Research

    SmartOne: Building an AI Data Business

    By: Karim R. Lakhani, Pippa Armerding, Gamze Yucaoglu and Fares Khrais
Related Work
  • SmartOne: Building an AI Data Business By: Karim R. Lakhani, Pippa Armerding, Gamze Yucaoglu and Fares Khrais
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