Empowering co-creation of services with artificial intelligence: an empirical analysis to examine adoption intention

Abstract

Purpose

Co-creation of services (CCOS) is a collaborative strategy that emphasises customer involvement and their expertise to increase the value of the service experience. In the service ecosystem, artificial intelligence (AI) plays a key role in value co-creation. Therefore, this study is undertaken to empirically uncover how AI can empower CCOS.

Design/methodology/approach

The source data were collected from 305 service provider respondents and quantitative methodology was applied for data analysis.

Findings

New service development augmented with AI provides tangible value to service providers while also providing intangible value to supportive customers. With AI, service providers adapt to new innovations and enrich additional information, which eventually outperforms human-created services.

Research limitations/implications

AI adoption for CCOS empowerment in service businesses brings “service-market fit”, which represents the significant benefits wherein customers contribute to creativity, intuition, and contextual awareness of services, and AI contributes to large-scale service-related analysis by handling volumes of data, service personalisation, and more time to focus on challenging problems of the market.

Originality/value

This study presents theoretical concepts on AI-empowered CCOS, AI technological innovativeness, customer participation in human-AI interaction, AI-powered customer expertise, and perceived benefits in CCOS, and subsequently discusses the CCOS empowerment framework. Then, it proposes a novel conceptual model based on the theoretical concepts and empirically measures and validates the intention to adopt AI for CCOS empowerment. Overall, the study contributes to novel insight on empowering service co-creation with AI.

Citation

Behera, R.K., Bala, P.K., Rana, N.P. and Irani, Z. (2024), "Empowering co-creation of services with artificial intelligence: an empirical analysis to examine adoption intention", Marketing Intelligence & Planning, Vol. 42 No. 6, pp. 941-975. https://doi.org/10.1108/MIP-08-2023-0412