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The evermore unrelated strategies of big tech are explained by a need to stay ahead of the breakneck speed of technological progress. This requires building a strategy on a multipurpose structure. Increasingly, this structure is formed by elements related to artificial intelligence (AI). The immense range of AI applications enables unprecedentedly broad strategies and sets previously diverse firms like Google and Amazon to compete in a converging and increasingly complex ecosystem.
Ferràs et al. (Thu,) studied this question.
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