Conquering the Global Village of Artificial Intelligence- it’s not always cheap and cheerful : A qualitative study on how Artificial Intelligence companies internationalise to the BRIC countries

Companies within Artificial Intelligence are receiving increased international attention in many industries and the technology is affecting the everyday life of many people, with or without their knowledge. Simultaneous to this development, the BRIC countries have gained a spot in the global sitting room due to their rapid growth and industrialisation, which in its turn has made way for vast business opportunities. The purpose of this thesis has therefore been to explore how Artificial Intelligence companies utilise these opportunities and internationalise to the BRIC countries. This has been done through a qualitative study where four cases have been interviewed to explore whether traditional or new internationalisation processes are applicable in this context. Additionally, the drivers and barriers of this market expansion have been researched to broaden the view of the process. The findings reveal that Artificial Intelligence business is global and that networks are significant in the success of internationalising to the BRIC countries. It is also found that there are great drivers and challenging barriers that affect the decision to enter the BRIC countries and the success in these markets. Lastly, several topics for future research are presented in the hope of encouraging more contributions to the field.