Fontys investigates: data- and AI-driven business model innovation

In the first episode of this series on practice-oriented research at Fontys, associate professor Devrim Eskiyerli from the Business Innovation research group in Venlo talks about her research, which focuses on data-driven business model innovation.

What are you researching?
‘My research focuses on data- and AI-driven business model innovation and demonstrates how SMEs can utilise these technologies to become more sustainable, circular and resilient. I investigate how organisations can use data to make decisions, create more value and collaborate more effectively. In doing so, I look not only at economic outcomes, but also at societal interests, such as the efficient use of raw materials, responsible innovation and regional resilience.’

Why is this important?
‘I believe that sustainability and digitalisation only have an impact if they are practically feasible and economically viable. The research shows how data and AI can help companies to innovate their business models in a way that supports sustainability, circularity and the energy transition. By focusing on the practical use of data, the research contributes to reduced waste and emissions, stronger regional economies and future-proof jobs.

I view AI not merely as a technology, but as something that transforms how value is created, shared and organised. Think of new service models, circular revenue models and better collaboration within value chains. This helps companies contribute to solving problems such as raw material scarcity, climate pressure and economic vulnerability, whilst also focusing on responsible data use, skills and the fair distribution of value.’

What are the concrete outcomes of the research?
‘Many companies feel pressure to do something about AI, sustainability and the energy transition, but don’t know where to start. The research helps companies understand how data and AI can transform – rather than merely improve – the way they create value. By examining service-oriented and circular business models, the research supports choices that combine economic value with the efficient use of raw materials. In addition, I work with regional partners in hybrid learning and research environments on practical tools that help companies make choices. Examples include business model frameworks, data and AI readiness scans, decision-making tools for selecting suitable data-driven and circular revenue models, and step-by-step implementation roadmaps that show what is needed in terms of data, skills and organisation.’

Do you have an example of a collaboration?
‘Together with Canon Production Printing in Venlo, we investigated how the lifecycle of their high-tech production equipment relates to sustainability and circularity goals. We looked at the design, use, maintenance and end-of-life of systems and how these phases influence raw material use and value creation.

Are students also involved?
‘Developments in data, AI and sustainability are moving faster than education or research can keep up with individually. By combining education and research, students learn through real-world cases and research remains relevant and practice-oriented. This ensures that we not only develop knowledge, but also understand and apply it. Societal transitions require skills, not just reports.’

Practice-oriented research at Fontys
Fontys’ practice-oriented research starts with a question from the field and offers solutions to societal challenges. In this way, we contribute to our education and develop relevant knowledge and/or products for professional practice.

_{Author: Ingrid Oonincx
Photo: Devrim Eskiyerli’s private collection}