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Mar­in Jovan­ovic

Associate Professor

Subjects
Decision-making Innovation Digitalisation Supply chain Artificial intelligence

Primary research areas

Fu­ture of B2B Plat­forms: Cy­ber-Phys­ic­al In­teg­ra­tion
Ex­plor­ing how rising cy­ber-phys­ic­al in­teg­ra­tion and shift­ing hu­man–AI or­ches­tra­tion pro­duce new plat­form ar­che­types and ten­sions. Fo­cus on gen­er­ativ­ity vs. con­trol, plat­form fed­er­a­tion, and gov­ernance pat­terns that en­able re­si­li­ent, autonom­ous in­dus­tri­al eco­sys­tems.
Hy­brid In­tel­li­gence Or­ches­tra­tion (HIO)
How AI-driv­en in­dus­tri­al plat­forms al­loc­ate de­cision rights, split tasks across hu­mans–AI–ma­chines, and keep up­dates safe in cy­ber-phys­ic­al op­er­a­tions. Fo­cus: gov­ernance-by-design, hu­man-in-the-loop over­sight, audit­ab­il­ity, and ref­er­ence ar­chi­tec­tures for man­u­fac­tur­ing.
Shift­ing In­cum­bent Iden­tit­ies
How leg­acy firms reau­thor iden­tity as they plat­form­ize, mov­ing from equip­ment-cent­ric pro­du­cers to data/AI-en­abled eco­sys­tem or­ches­trat­ors. Fo­cus on mir­ror-break­ing se­quences, tech­nic­al mod­u­lar­iz­a­tion, or­gan­iz­a­tion­al de­coup­ling, and re­la­tion­al gov­ernance, to re­store ar­chi­tec­ture–or­gan­iz­a­tion–eco­sys­tem fit.

How to man­age AI that runs in­dustry?

My interests and exploration 

I study how industrial platforms become “hybrid intelligence” systems—linking humans, algorithms, and physical assets. My work maps who decides what, how rules are encoded in software and AI pipelines, and how responsibilities shift across firms in safety-critical operations. 

Ethical dimensions and future visions 

I design governance-by-design: human-in-the-loop oversight, override thresholds, provenance and audit trails. The aim is accountable autonomy that enables innovation without sacrificing reliability, worker dignity, or public trust. 

Central research question 

How do AI-driven industrial platforms reorganize control, coordination, and knowledge production across humans, algorithms, and physical assets – and with what consequences for the division of labor within and across firms?

Pod­cast: In­dus­tri­al and B2B Plat­forms with Mar­in Jovan­ovic

In this epis­ode, Mar­in Jovan­ovic dis­cusses the evol­u­tion and char­ac­ter­ist­ics of B2B plat­forms, con­trast­ing them with B2C plat­forms. The con­ver­sa­tion cov­ers the pe­cu­li­ar­it­ies of B2B plat­forms, in­clud­ing data gov­ernance, net­work ef­fects, trans­ac­tion value, and the com­plex­ity of gov­ernance in multi-firm eco­sys­tems. Mar­in also high­lights the grow­ing im­port­ance of data util­iz­a­tion, mod­u­lar struc­tures, and the emer­gence of gen­er­at­ive eco­sys­tems and meta-or­gan­iz­a­tions in the B2B space. The dis­cus­sion fur­ther ex­plores the po­ten­tial of AI in con­junc­tion with plat­forms, par­tic­u­larly in the med­ic­al sec­tor.
Spotify Website of the Podcast

Recent research projects

LUT-CBS PhD Co-Su­per­vi­sion

Co-su­per­vise Shay­ala Ye­smin (LUT) on AI for B2B plat­forms: ex­tend­ing cap­ab­il­it­ies and sales and Anna Hil­tun­en (LUT) on CPS ret­ro­fit/pree­mpt­ive design for data-driv­en ser­vices.

GenAI Ad­op­tion in Or­gan­iz­a­tions

GenAI em­bed­ding dif­fers by scale: star­tup quickly lever­ages LLMs while a bi­otech in­cum­bent stalls. De­cision in­con­gru­ence—ri­gid routines, opaque ra­tionales, frag­men­ted au­thor­ity—blocks value.
Academy of Management

Links

Hy­brid In­tel­li­gence Or­ches­tra­tion (HIO)
The web­site is as­so­ci­ated with the on­go­ing grant ap­plic­a­tion on Hy­brid In­tel­li­gence Or­ches­tra­tion (HIO).
Division of Intelligence