Companies and public organizations are starting to employ AI to innovate and create value. AI is used to innovate services, processes and business models. AI is also becoming a source of value creation for companies and public organization. However, AI can also destroy value with negative implications. In this session, the two researchers will present research insights and cases from different companies in different sectors in Denmark and abroad where AI is already used for innovation and show how companies can create value with AI. They will also discuss the benefits and challenges of using AI for innovation and value creation.