AI-centric organizations exhibit a new operating architecture, redefining how they create, capture, share, and deliver value. Marco Iansiti and Karim R. Lakhani show how reinventing the firm around data, analytics, and AI removes traditional constraints on scale, scope, and learning that have restricted business growth for hundreds of years. When those constraints are removed, strategy becomes a whole new game, one whose rules and likely outcomes this book will make clear. Chapter 7 discusses what happens when digital firms compete and collide with traditional firms.