from Part II - The Encounter
Published online by Cambridge University Press: 08 October 2026
Chapter 4 examines the extent to which artificial intelligence can support entrepreneurial activity at the implementation stage of an entrepreneurial idea. The chapter develops a distinction between Knightian epistemic and ontological uncertainty, arguing that while AI can substantially reduce epistemic uncertainty by leveraging data, models, and predictive capabilities, it cannot eliminate the ontological one. This irreducible uncertainty preserves a crucial space for human entrepreneurial agency, particularly when combined with the generative capabilities of AI discussed in Chapter 3. The chapter emphasizes the enduring importance of human qualities in entrepreneurship, including embodied presence, social interaction, persuasion, and trust-building. Drawing an analogy with theatre rather than cinema, it argues that entrepreneurship relies on performative, relational, and leadership dimensions that cannot be fully automated. Psychological challenges are also highlighted, such as the ‘Not Invented Here’ syndrome, whereby entrepreneurs may feel reduced ownership over AI-generated ideas, with potential implications for motivation and commitment. Against this background, the chapter analyses how AI can nonetheless support the implementation phase of entrepreneurial activity through what are termed ‘AI entrepreneurial buddies’. These (potentially agentic) AI-systems can assist entrepreneurs, supporting decision-making, coordination, and execution, while leaving human agency central in innovative and uncertain contexts.
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