Guest editorial: Collaborating and sharing with AI: a research agenda

Abstract

Artificial intelligence (AI) has brought about a transformative impact on service firms across industries, revolutionizing their operations and presenting new avenues for growth by crossing boundaries between physical, digital and biological domains (Krafft et al., 2020;Davenport et al., 2020). This is also reflected in the predicted global spending on AI, which is projected to increase from $85.3bn in 2021 to over $204bn in 2025, with an annual growth rate of 24.5% (IDC, 2021). In this new era of human-AI collaboration, service providers face tremendous challenges in terms of identifying, combining and harnessing the capabilities of both humans and AI for the well-being of stakeholders (Noble et al., 2022;Le et al., 2023). This special issue aims to motivate scholars to explore and engage in dialogues around the topic of human-AI collaboration.While dominant explanations on human-AI interactions in marketing have emphasized how either AI substitutes or enhances humans, there is a growing number of studies that underlined the notion of collaboration in human-AI interactions (e.g.