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Product cover image for OTV Lisa: Metamorphosis of an AI Anchor

OTV Lisa: Metamorphosis of an AI Anchor

Shubhrakant Shadangi, Mahadeo Jaiswal

Product #:W41661
Supplier:Ivey
Discipline:Information Systems, Strategy
Setting:India, 2023
Details:Case (PDF) • 13 pages • 2025-05-26

Subjects:

CybersecurityKnowledge managementInnovationPersonal data protectionTechnology and analyticsInformation systemsStrategy

Industries:

Information technology and telecom sector

Geography:

IndiaAsia
Your Price:$10.54

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In June 2023, Litisha Mangat Panda, the millennial chief business officer of Odisha Television (OTV), the oldest and dominant regional news channel in Odisha, India, faced a crisis relating to her project to create Lisa, the first meta-human artificial intelligence (AI) news anchor. When a clandestine video of the yet-unreleased Lisa project was leaked by OTV’s technology vendor, OTV had to make an urgent strategic decision about whether to continue with the current external technology service provider, bring development in house, or pause the project entirely. This crucial decision had significant implications for OTV’s market position, technological capabilities, and organizational relationships.

Learning Objectives

This case can be used in graduate- and MBA-level courses on strategic management, technology and innovation management, digital transformation, knowledge management, and AI systems. It examines a pivotal decision point during an existential crisis and illuminates the complex trade-offs between maintaining a competitive advantage through AI innovation and protecting proprietary content, while managing stakeholder concerns and market timing. It demonstrates the challenges faced by traditional incumbent firms in balancing innovation speed with risk management during AI-driven digital transformation, highlighting critical strategic, ethical, and organizational considerations in developing and deploying AI solutions. After working through the case and assignment questions, students will be able to do the following:
  • Evaluate the strategic value and business implications of implementing AI-related technologies in traditional incumbent firms through the lens of digital-transformation and innovation theories.
  • Analyze the critical success factors and organizational requirements for implementing AI initiatives in content-driven businesses, including considerations related to resource allocation, stakeholder management, and operations.
  • Develop decision-making frameworks for making strategic choices between in-house development and external partnerships/outsourcing in the context of AI implementations, particularly when dealing with proprietary content and emerging technologies.
  • Explain how organizations can balance innovation and risk management when implementing AI solutions that could potentially disrupt their existing business models and core competencies.
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Case Study: OTV Lisa: Metamorphosis of an AI Anchor (English version) | Ivey Publishing