27 Deploying Artificial Intelligence ^Top the advancements appropriately and in a timely fashion to take advantage of business environment changes. Amazon illustrated this boundary spanning well by integrating business and technology functions for aggressively adopting AI. Its established processes such as the six-pager rule and strictly customer-centric innovations force business and technology functions to work with each other — all product and service proposals have to fit within six pages including a business case and a plan for technical product development; all proposed innovations have to be strictly customer-focused, which means ideas have to be built ground-up from the business teams.61 It is this approach that fast-paced its innovations in AI and made Amazon a leader today even though it was far behind its competitors in AI adoption a few years ago. After garnering enough knowledge through experimentation, Amazon estab- lished a team to serve as a knowledge hub that is dedicated to spreading AI into other parts of the company and helping all business units use ML models easily. Established customer relationships are a fertile source for test pilots and give momentum to product launches.62 Developing a differentiated value propo- sition is made easier when long-term established customer relationships are studied, and preferences understood. Lego is well-known for its open innovation approach of soliciting ideas from its customers to build new products. In 2019, it developed an AI-powered software to translate traditional visual instructions to verbal/tactile Braille directions for the visually impaired.63 61 https://www.wired.com/story/amazon-artificial-intelligence-flywheel/ 62 Laurence Capron and Will Mitchell, “When to Build: Internal Development Versus External Sourcing,” in Build, Borrow, or Buy (Boston, MA: Harvard Business Review Press, 2012), chap. 2. 63 https://legoaudioinstructions.com/ Lego launched Braille Bricks with studs on the top to reflect numbers and letters in the Braille alphabet to teach differently abled children. https://www.lego.com/en-gb/aboutus/discover/stories/audio-braille-instructions/ https://www.legobraillebricks.com/