Publications
Publications
- March 2025
- HBS Case Collection
Intuition Robotics: An AI Companion for Older Adults (B)
By: Amit Goldenberg, Elie Ofek and Orna Dan
Abstract
Two years after Intuition Robotics opted to pursue a business-to-government contract with the New York State Office of the Aging, and put direct-to-consumer efforts on the back burner, it was at a crossroads. The partnership had been successful, and the company had amassed promising data on the impact of ElliQ, the AI companion they had created to alleviate loneliness and social isolation among older adults. Now Intuition Robotics leadership had to decide whether to ramp up its existing strategy in the government sector, rekindle investment in the business-to-consumer market, or approach U.S. health plan providers to advance pilot programs with them. If they targeted health plan providers, they would need to determine whether to approach private or public plans. Given the company’s limited resources, leadership had to decide how to allocate their efforts across these diverging options, each of which demanded distinct expertise and focus.
Keywords
Business Model; AI and Machine Learning; Resource Allocation; Business and Government Relations; Partners and Partnerships; Business Strategy; Health Industry; Technology Industry; New York (state, US); United States
Citation
Goldenberg, Amit, Elie Ofek, and Orna Dan. "Intuition Robotics: An AI Companion for Older Adults (B)." Harvard Business School Supplement 925-019, March 2025.