AI-Driven Process Innovation: Transforming Service Start-Ups in the Digital Age

Neda Azizi; Peyman Akhavan; Claire Davison; Omid Haass; Shahrzad Saremi; Syed Fawad M. Zaidi

doi:10.3390/electronics14163240

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AI-Driven Process Innovation: Transforming Service Start-Ups in the Digital Age

Journal article

Open access

Peer reviewed

AI-Driven Process Innovation: Transforming Service Start-Ups in the Digital Age

Neda Azizi, Peyman Akhavan, Claire Davison, Omid Haass, Shahrzad Saremi and Syed Fawad M. Zaidi

Electronics, Vol.14(16), pp.1-26

2025

DOI: https://doi.org/10.3390/electronics14163240

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Abstract

artificial intelligence

start-ups

big data analytics

business process modeling

BPMN

predictive analytics

service innovation

entrepreneurial decision-making

In today's fast-moving digital economy, service start-ups are reshaping industries; however, they face intense uncertainty, limited resources, and fierce competition. This study introduces an Artificial Intelligence (AI)-powered process modeling framework designed to give these ventures a competitive edge by combining big data analytics, machine learning, and Business Process Model and Notation (BPMN). While past models often overlook the dynamic, human-centered nature of service businesses, this research fills that gap by integrating AI-Driven Ideation, AI-Augmented Content, and AI-Enabled Personalization to fuel innovation, agility, and customer-centricity. Expert insights, gathered through a two-stage fuzzy Delphi method and validated using DEMATEL, reveal how AI can transform start-up processes by offering real-time feedback, predictive risk management, and smart customization. This model does more than optimize operations; it empowers start-ups to thrive in volatile, data-rich environments, improving strategic decision-making and even health and safety governance. By blending cutting-edge AI tools with process innovation, this research contributes a fresh, scalable framework for digital-age entrepreneurship. It opens exciting new pathways for start-up founders, investors, and policymakers looking to harness AI's full potential in transforming how new ventures operate, compete, and grow.

Details

Title: AI-Driven Process Innovation: Transforming Service Start-Ups in the Digital Age
Authors: Neda Azizi (Corresponding Author) - Torrens University Australia
Peyman Akhavan - University of Essex
Claire Davison - Torrens University Australia
Omid Haass - RMIT University
Shahrzad Saremi - University of the Sunshine Coast, Queensland, School of Science, Technology and Engineering
Syed Fawad M. Zaidi - Torrens University Australia
Publication details: Electronics, Vol.14(16), pp.1-26
Publisher: MDPI AG
Date published: 2025
DOI: 10.3390/electronics14163240
ISSN: 2079-9292
Copyright note: © 2025 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Data Availability: Data derived from public resources.
Organisation Unit: School of Science, Technology and Engineering
Language: English
Record Identifier: 991164945502621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Computer Science, Information Systems; Engineering, Electrical & Electronic; Physics, Applied