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Gennaro is the founder of FourWeekMBA, a leading source on business model innovation. He says Google’s cloud is an interesting example of how information flips the supply chain upside down. The data is “sourced” from the customer/user, and stored in data centers. As it moves downstream, it gets processed and refined by proprietary algorithms and stored. In an AI supply chain, consumers are the ones that gain the least in terms of economic value from the overall supply chain.