ScholarWorks@중앙대학교

초록

This study examines how an AI-based EdTech firm undergoes digital transformation through an alternative value creation path beyond learning experience-centered innovation. Drawing on the case of QANDA, an AI-based learning platform operated by Mathpresso, we analyze this transformation from operational and value creation perspectives. While prior research emphasizes technology adoption or experience design, this study highlights the interplay among data accumulation, technological advancement, service expansion, and platform consolidation. The findings show that QANDA’s transformation originated not from redesigning learning experiences, but from identifying problem-solving bottlenecks in learners’ everyday study processes. In response, the firm embedded AI-based optical character recognition, natural language processing, and big data analytics to automate operations and scale problem-solving capabilities, enabling service expansion and the evolution of an integrated education platform. We conceptualize digital transformation as a recursive process in which data, technology, services, platforms, and performance reinforce one another, demonstrating that transformation pathways in AI-based industries depend on how firms define their core value creation challenges.

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