This case examines how Brembo, a leading manufacturer of high-performance braking systems, has approached the adoption and deployment of artificial intelligence (AI) technologies across its organization. The case explores the origins of the initiative, the implementation process, and the impact of AI on Brembo’s operating model and competitive positioning. It also considers the strategic rationale behind the investment, the organizational changes required to support AI adoption, and the implications for the company’s future growth and innovation agenda. More broadly, the case highlights the interplay between business strategy, AI-enabled transformation, and organizational design.
After discussing this case, participants should be able to:
Analyze how organizations operationalize AI and machine learning technologies, including the processes, capabilities, and governance mechanisms required for successful implementation.
Evaluate the relationship between AI and business strategy, exploring how AI can create customer value, support competitive advantage, and shape strategic decision-making.
Examine the organizational implications of AI adoption, including changes in structures, roles, incentives, leadership approaches, and organizational culture necessary to support technology-enabled transformation.
Assess the strategic opportunities and challenges associated with AI-driven transformation, including the long-term implications for innovation, organizational capabilities, and business model evolution.
- SDG9 Industry, Innovation and Infrastructure
- Q42026
