Professor and Director of the research center DIG, NHH Norwegian School of Economics

Before joining NHH Norwegian School of Economics in 2013, Dr. Tor Wallin Andreassen was a professor of marketing, Department chair, and Associate Dean at BI Norwegian Business School. 

At NHH he is Professor of Innovation and Director of the research center Digital Innovations for sustainable Growth (DIG). Dr. Andreassen holds a Sivilokonom degree from NHH, MSc in marketing (with honors) from BI Norwegian Business School, and a Doctor of Economics from Stockholm University, School of Business. 

Andreassen was a Visiting Professor at Vanderbilt University, USA, University of Maryland, USA, University of Queensland, Australia, and a visiting scholar at Stanford University and University of Maastricht, NL. He has received pedagogical education and training from Vanderbilt University and Harvard Business School. 

Tell us about your first encounter with artificial intelligence (AI)?

As a PhD student in the late 1990s, I used voice recognition to clean up my handwritten notes from seminars or lift interesting passages in articles or books and turn them into Word-documents. Increase productivity and extend memory. 


What is your competence within the field of AI? 

I am and always have considered myself as a student trying to better understand how we better can capture the economic value from AI in organizations in general but service organizations specifically. In this context, I consider myself to be at the forefront. 

Why did you develop an interest in AI? 

I early realized that technology was a driver and an enabler of innovations. AI has emerged as a dominant technology cutting through all sorts of services with impact on employees, leaders, and customers. 

Can you recommend a relevant book or film about AI? 

  • Prediction Machines: The Simple Economics of Artificial Intelligence

  • Competing in the Age of AI: Strategy and Leadership When Algorithms and Networks Run the World

  • Rebooting AI: Building Artificial Intelligence We Can Trust

Why should we, or should we not, be afraid of AI? 

Impact on labor force is my main concern. AI has progressed through stages increasingly more advanced. From mechanical AI in manufacturing (e.g., industrial robots) via analytical/thinking AI in professional occupations (e.g., legal work), to felling/emotional AI (e.g., caring for/coaching people). In every step people are replaced or supplemented by AI increasingly making people redundant. Re-qualifying laid-off people for the new AI-driven workplace will require substantial investments and training of human capital.  

Which field, in your opinion, has the most to benefit from AI – and why? 

Service sector, 80% of Norway’s GDP, with a view to improve service productivity in production and consumption. 

How should the use of AI develop in the future?

AI must be implemented into workplaces and society with a keen eye on impact on people in the role as citizen, consumer, employee, and customer. We must employ our most valuable asset: People. 


Why should participants tune in during AI+? 

They should come to my session to better understand why the world’s best AI is not necessarily the world’s best AI. 

Tor W. Andreassen is a speaker at the AI+ virtual conference 2021.