General
Explore the PakTek–Artios Immersive AI LiveCase, recently published on Harvard Business Impact Education. Discover how learners practice B2B relationship strategy, value creation, and key account management through decision driven simulation.
A strong B2B relationship is rarely defined by contracts alone. It is shaped by trust, misalignment, incentives, and the quality of everyday decisions. The PakTek–Artios LiveCase brings these dynamics to life through an Immersive AI LiveCase experience that allows learners to step directly into the role of a senior decision maker. Recently published via INSEAD Publishing and now available on Harvard Business Impact Education and LiveCase catalogue, this simulation demonstrates how interactive, decision driven learning can deepen understanding of complex B2B growth challenges.
Traditional B2B cases often ask learners to analyze a relationship from a distance. The PakTek–Artios LiveCase changes that posture entirely. Learners assume the role of the newly appointed Chief Sales Officer at PakTek, a leading manufacturer of packaging and processing machinery. They are immediately placed inside a real strategic moment where the future of a key customer relationship is uncertain.
Rather than reading a retrospective, participants engage through interactive text, video, and voice messages from PakTek colleagues and stakeholders at Artios. Information arrives in fragments, perspectives conflict, and learners must decide how to respond. The experience mirrors the reality of managing strategic customer relationships where clarity emerges only through engagement.
The PakTek–Artios Immersive AI LiveCase is built around active diagnosis and decision making. Learners assess the maturity of the PakTek Artios relationship, identify sources of value and tension, and determine where growth opportunities exist for both companies.
Through guided interactions and AI generated chats, participants surface the strengths and weaknesses of the relationship and develop a concrete roadmap for safeguarding and expanding this key account. The learning is not about recalling frameworks. It is about applying them under realistic constraints.
The simulation is designed around three clear teaching objectives. Learners explore the strategic relevance of key customer supplier relationships in B2B markets. They assess the maturity level of a relationship using multimedia evidence and interactive dialogue. They then develop hands on, action oriented recommendations for growing relationship value.
Because these objectives are embedded in the flow of the experience, learners encounter them as decisions rather than prompts. This supports deeper engagement and more meaningful classroom discussion.
What distinguishes the PakTek–Artios experience is not only its content, but its format. This is an Immersive AI LiveCase that uses multimedia assets, interactive chat, and AI driven characters to create realism without removing pedagogical control.
AI supports the experience by enabling responsive conversations, guiding exploration, and scaling interaction across cohorts. It does not provide answers. Learners remain accountable for judgement and recommendations. This makes the simulation well suited for environments where AI resistant learning design matters.
For instructors, the PakTek–Artios LiveCase offers visibility into how learners reason through B2B complexity. The host interface allows educators to track progress, review decision paths, and prepare richer debriefs based on what participants actually experienced.
The simulation can be delivered synchronously or asynchronously, online or in person, making it adaptable for executive education, MBA, EMBA, and advanced undergraduate contexts. It fits naturally into courses on B2B marketing, marketing strategy, sales strategy, and key account management.
For learners, the experience reinforces what makes B2B strategy challenging. Relationships evolve. Information is incomplete. Stakeholders see value differently. By stepping into the CSO role, participants practice judgement, communication, and prioritization in a way that static materials cannot replicate. The result is learning that feels lived rather than observed.
The PakTek–Artios simulation reflects how LiveCase supports a wide range of experiential learning use cases beyond traditional case discussion. Educators can adopt ready to use Immersive AI LiveCases like this one through the LiveCase catalogue.
For those who want to design similar experiences tailored to their own context, LiveCase also supports self authored simulations using no code tools and AI templates.
Institutions seeking custom development can collaborate with LiveCase Studio Services to build bespoke simulations aligned with specific learning goals.
In an environment where AI can generate analysis instantly, the PakTek–Artios LiveCase reinforces a critical shift in business education. Learning must move away from explaining concepts and toward practicing judgement. By making decision making observable and participation unavoidable, this Immersive AI LiveCase aligns with how leaders actually learn to manage strategic relationships.
Who authored the PakTek–Artios LiveCase?
The simulation was authored by Wolfgang Ulaga and Christoph Senn at INSEAD and is powered by LiveCase.
Where is the simulation published?
It is available via LiveCase Catalogue, INSEAD Publishing and Harvard Business Impact Education.
What level of learners is this LiveCase designed for?
It is appropriate for executive education, EMBA, MBA, graduate level programmes, and advanced undergraduate courses.
Can this LiveCase be used online or in person?
It can be delivered synchronously or asynchronously in both online and in person formats.
What makes this different from a traditional B2B case?
Learners actively engage with stakeholders, receive multimedia input, and make decisions that shape their understanding of the relationship.
Where can educators explore similar Immersive AI LiveCases?
Educators can explore the full catalogue here.
The PakTek–Artios LiveCase shows how Immersive AI LiveCases can bring the complexity of B2B relationships into the classroom without sacrificing rigor or control. By placing learners inside a realistic decision context, it helps both instructors and participants focus on what matters most. Judgement, value creation, and the human dynamics that drive growth.
Livecase brings learning to life!
Deliver dynamic learning that is engaging to play, enjoyable to host & easy to create.
Pick from our carefully curated catalogue of cases developed in partnerships with world leading educators and sold to top corporations and educational institutions. Or:
Author: Amandine
Amandine believes learning isn’t a straight path but a creative, evolving experience.With a Master’s from Trinity College and a Bachelor’s from Leeds University, she helps shape how LiveCase tells its story.Connecting innovation, design, and AI to transform how people learn and engage.Driven by curiosity and a belief in better ways to educate, she brings both strategy and imagination to every project.
Published: 2/19/2026
You might also like
Beyond the Buffer: How Chat Simulations Solve the Online MBA Retention Crisis
Online MBA dropout rates are climbing. Discover how AI-driven chat simulations boost student retention by replacing passive learning with active, decision-based engagement." keywords: "student retention in online MBA, online MBA engagement, AI learning simulations, higher education retention strategies
Generalby Denis
4 Real Struggles Educators Have and How LiveCase Solves Them
Educators are asking for shorter cases, adaptable learning, and deeper engagement. Discover how Immersive AI LiveCases address real classroom challenges with decision driven, flexible design.
Generalby Amandine
A Win Win Classroom: Creating Value for the Teacher and Student
Discover how LiveCase delivers clear value for both teachers and students by combining immersive simulations, thoughtful AI use, and decision driven learning that scales across higher education.
Generalby Amandine
How Do You Teach With AI Chatbots?
Learn how LiveCase uses AI chatbots to increase student engagement, reduce cheating, and support AI proof learning, designed for higher education classrooms.
Generalby Amandine
World Case Teaching Day: Why the Case Method Still Matters and How It Is Evolving
World Case Teaching Day highlights the enduring power of the case method and how tools like LiveCase extend its impact through immersive, decision driven learning designed for modern classrooms.
Generalby Amandine
Three New LiveCase Simulations Now Available on Harvard Business Impact Education
Three new LiveCase simulations are now available on Harvard Business Impact Education, bringing immersive, decision driven learning to classrooms through real world scenarios in strategy, negotiation, and inclusion.
Generalby Amandine
How LiveCase Integrates Seamlessly With Canvas to Simplify Teaching
Learn how LiveCase integrates directly with Canvas to streamline class management, reduce administrative friction, and deliver immersive chat-based simulations without extra logins or technical setup.
Generalby Amandine
When Teachers and Students Google the Same Thing: The ChatGPT Cheating Paradox
Teachers are searching how to catch students cheating with ChatGPT while students search how to hide it. Discover the irony behind AI driven cheating and how LiveCase offers a better path forward for learning and integrity.
Generalby Amandine
Chatbots vs. Simulations: What’s the Difference for Learning Outcomes?
Chatbots and simulations both play a role in modern learning. Discover how chatbots create value when embedded inside structured simulations and why LiveCase combines AI conversation with intentional pedagogy to drive real learning outcomes.
Generalby Amandine
Beyond the Essay: 4 New Ways to Measure Critical Thinking
Discover four powerful alternatives to traditional essays for measuring critical thinking in business students, including chat based simulations that evaluate communication and judgment under pressure.
Generalby Amandine
The Case of the Unread Case Study: The Top 3 Reasons Your MBA Students Aren't Reading the Case
MBA students are skipping case readings at record rates. Discover the top three reasons this happens and how gamified business learning with instant feedback can finally boost motivation and preparation.
Generalby Amandine
Master Real-World Strategy With AI-Driven Simulations
Discover how AI driven case studies and interactive business case simulations are transforming strategy education. Learn how LiveCase prepares learners for real world decision making with adaptive feedback and dynamic scenarios.
Generalby Amandine
Crisis Simulation: An Activity You Can Run in the Next 90 Minutes
Need a high engagement, AI proof assignment for a large class? Try a 90 minute crisis simulation that requires no prep and gives students a real time decision making challenge they cannot fake.
Generalby Amandine
How to Turn Any Real-World Problem Into an Interactive Digital Simulation
Turning a messy real-world problem into a digital simulation might sound like something only a specialist instructional designer could do. That used to be true. Then AI came along, and suddenly the gap between “I have an idea” and “I built an interactive AI-driven chat simulation” got dramatically smaller. Whether you're designing a classroom activity, building a corporate training scenario, or experimenting with digital storytelling, you can now turn almost any situation into an interactive case using LiveCase’s DIY & AI authoring tools. This guide walks you through the process step-by-step, showing how to go from raw notes and an idea to a playable simulation within a day.
Generalby Denis
Designing Modules for Today’s Short Attention Spans
In a world of endless notifications and short attention spans, keeping learners engaged is harder than ever. Integrating simulations, gamification, and AI-driven feedback into learning content offers an effective way to capture interest and sustain focus.
Generalby Denis
LiveCase Simulations Growing Across Classrooms and Companies
LiveCase simulations are gaining momentum across business schools and corporate programs, with 16 interactive experiences now available on Harvard Business Impact. Designed to bridge theory with real-world decision-making, LiveCase helps educators and trainers deliver experiential learning powered by AI.
Generalby Denis
From an Idea to Simulation Ready with Studio Services
Most educators already have great material: a case, an article, a lecture note that works beautifully on paper but falls flat when students sit behind laptops. LiveCase Studio Services exists to fix that. We turn an idea or existing teaching content into interactive, AI-driven role-plays that make students argue, decide, and learn in real time.
Generalby Denis
Beyond the PDF: How LiveCase Brings Case Studies to Life
For years, the PDF case study was the backbone of business education. It framed the problem, set the scene, and left the rest to classroom debate. But in a world where AI can summarize complex cases in seconds, and engagement in classes is plummeting, the format has lost its edge. Reading alone no longer builds the skills today’s learners need.
Generalby Denis
Teaching Through Tough Choices: Designing Better Dilemmas
Dilemmas can transform learning design by sparking critical thinking, reflection, and engagement. This blog explains why dilemmas matter, and includes a ready-to-use prompt to help you design challenging, thought-provoking scenarios for your learners.
Generalby Denis
Leadership Development Through Crisis Management Storytelling: Building Executive Skills
Discover how crisis management storytelling builds executive leadership skills. Learn how LiveCase simulations train leaders for resilience and impact.
Generalby Denis
AI-Powered Learning Simulations: Conversation with LiveCase Co-Founder Antoine Duvauchelle on the Future of Education
Discover how LiveCase, an AI-powered simulation platform, is transforming business education and corporate training with immersive, no-code learning tools.
Generalby Denis
A Simple Technique To Deter Cheating With AI
The educational landscape has been undergoing a seismic shift with the advent of technology, notably, the introduction of AI systems like Chat GPT. However, with every stunning sunrise comes a set of shadows, and in this context, the mellow sunset of integrity has been leaving behind trails of cheating. So, let's give the cat a bell – what is Chat GPT and how might it be exploited for cheating?
Generalby Denis
Upgrading Your Immersive Learning With LiveCase’s New DALL·E Image Generation Feature
Read about Upgrading Your Immersive Learning With LiveCase’s New DALL·E Image Generation Feature
Generalby Denis
LiveCase's New AI Feature Simplifies Question Generation
Read about LiveCase's New AI Feature Simplifies Question Generation
Generalby Denis
Want to add AI to your class? Here's how to do it with LiveCase!
Read about Want to add AI to your class? Here's how to do it with LiveCase!
Generalby Denis
Enhancing the LiveCase Experience with AI suggested Scoring Metrics
Read about Enhancing the LiveCase Experience with AI suggested Scoring Metrics
Generalby Denis
Introducing LiveCase's New Feature: Automatic Character Generation Powered by Chat GPT
Read about Introducing LiveCase's New Feature: Automatic Character Generation Powered by Chat GPT
Generalby Denis
How to create a mock Twitter image for your case study
Read about How to create a mock Twitter image for your case study
Generalby Denis
New features for Livecase Dec 2021
Read about New features for Livecase Dec 2021
Generalby Denis
New features for Livecase Nov 2021
Read about New features for Livecase Nov 2021
Generalby Denis
New partnership: Harvard Business Publishing
Read about New partnership: Harvard Business Publishing
Generalby Denis
Blog launch
Read about Blog launch
Generalby Denis
