The AI-Centered Enterprise: Reshaping Organizations with Context Aware AI

Ram Bala · Natarajan Balasubramanian · Amit Joshi

Hul 2025 · CRC Press

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The explosion of generative AI has sparked a wave of case studies showing how quickly and profoundly it is transforming businesses. Yet most of these use cases still apply the technology to enhancing existing systems. This book makes the case for why business leaders must revisit the fundamentals of generative AI and look beyond short-term, tactical gains. Tools like ChatGPT mark just the beginning of Context Aware AI—systems that grasp both the content and intent of unstructured human input. Drawing on real-world examples and academic research, we demonstrate how Context Aware AI can enhance organizational interactions, unlock new forms of collaboration, and usher in the era of the AI-Centered Enterprise. By augmenting baseline Large Language Models (LLMs) with techniques like prompt engineering, retrieval-augmented generation (RAG), knowledge graphs, and notably agentic systems, organizations can build customized tools that adapt to individual users’ thinking patterns and the collaborative workflows they are a part of. We present a practical framework—the 3Cs: Calibrate, Clarify, Channelize, to help leaders navigate this radical shift across multiple levels of organizations.

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Ram Bala is an Associate Professor of AI & Analytics at Santa Clara University's Leavey School of Business. In addition to his cutting edge research on pricing, marketplace design, and supply chain decisions in dynamic markets, he has built products around these applications at leading startups and Fortune 500 companies. He is actively involved in AI-driven business transformation, co-leading the Prometheus Lab on AI and Business, and co-founding Samvid, an Agentic AI startup for logistics and supply chain management.

Natarajan Balasubramanian is the Albert & Betty Hill Endowed Professor at the Whitman School of Management at Syracuse University. He studies how technology, human capital, organizational learning, and innovation contribute to business value creation.

Amit Joshi is a Professor of AI, Analytics and Marketing Strategy at IMD, specializes in helping organizations use artificial intelligence and develop for their big data, analytics and AI capabilities. An award-winning professor and researcher, he has extensive experience of AI and analytics driven transformations in industries such as banking, fintech, retail, services, automotive, telecoms and pharma.

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