Ensuring Healthy life for all ages by Artificial Intelligence Orientation. A case study of Healthy Virtuoso

Artificial Intelligence (AI) is started to be adopted by new ventures in the sport industry to improve business perfomance, growth and resilience. This has increased the interests of scholars in understanding how AI can be sustainable and enhance not just human individual skills but community skills. The sport industry is resulted to be the suitable case for this research, mostly characterised by a team building approach and AI orientation (AIO). Unlikely, the social sustainability performance in this sector is still at its infancy. By adopting the AIO framework, the present research offers a single case study analysis of a new ventures, located in the South of Italy and namely Healthy Virtuoso. It has the scope to “Ensure healthy lives and promote well- being for all at all ages” (this goal refers to the third sustainable development goals number entitled “Good health and well-being”. The use of primary and secondary data enable the investigation of both new ventures and provides both theoretical and practical implications. Theoretically, the research ehnance the current literature on AI, extending the research in this field and offering a new underdeveloped scenario of the sport industry. On a theoretical base, the research offers a deep analysis on a case study to understand the relevance of undertaking AIO to overcome new ventures’ boundaries and improve their performance. Such technology is considered a “driver of change in a business model” (Garbuio & Li, 2019). Additionally,t he research highlights the potentiality of AIO to enhance business performance, growth and resilience. Whereas, on a mangerial side, the research enforces the need of pushing new digital ideas in the market to get more accessible the sport training at all ages. This increases the well-being of the community including customers and employees. In this sense, the new ventures show the capacity of improving the health life and highlight the key benefits in terms of social, inclusivity and sustainability for both customers and employees. Overall, the research offers an overview of AIO in a new venture and how this approach allows improving business performance and sustainability. In this sense, the social sustainability meets the sustainable developmet goals of “Ensuring healthy life for all ages”. Pratically, this research boosts the need of adopting such orientation and enhancing improving the health life, highlight the key benefits in terms of social, inclusivity and sustainability for both customers and employees.