Imagining post-marketing: Neo-animist resource circulation and value cocreation

Arnould, Eric; Helkkula, Anu

doi:10.1016/j.jbusres.2024.114590

Cited by 2 publications

(1 citation statement)

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“…Secondly, the rise of sociotechnical ecosystems, which combine social (people) and technical components in goal-oriented behaviors (Sony and Naik, 2020), also challenges the established divisions. We contend that service ecosystems are inherently sociotechnical, and agency emerges from the interaction between various entities, whether members of the biotic community, inanimate objects, hybrids or their configurations (Helkkula and Arnould, 2022;Kleinaltenkamp et al, 2023;Arnould and Helkkula, 2024). Customers sometimes might not differentiate between interacting with a human or an AI.…”

Section: Human and Ai In Resource Relation And Value Cocreationmentioning

confidence: 99%

Human–AI resource relations in value cocreation in service ecosystems

Kaartemo,

Helkkula

2024

JOSM

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PurposeApplications of artificial intelligence (AI), such as virtual and physical service robots, generative AI, large language models and decision support systems, alter the nature of services. Most service research centers on the division between human and AI resources. Less attention has been paid to analyzing the entangled resource relations and interactions between humans and AI entities. Thus, the purpose of this paper is to extend our metatheoretical understanding of resource integration and value cocreation by analyzing different human–AI resource relations in service ecosystems.Design/methodology/approachThe conceptual paper adapts a novel framework from postphenomenology, specifically cyborg intentionality. This framework is used to analyze what kinds of human–AI resource relations enable resource integration and value cocreation in service ecosystems.FindingsWe conceptualize seven different human–AI resource relations, namely background, embodiment, hermeneutic, alterity, cyborg, immersion and composite relation. The sociotechnical entangled perspective on human–AI resource relations challenges and reframes our understanding of interactions between humans and nonhumans in resource integration and value cocreation and the distinction between operant and operand resources in service research.Originality/valueOur primary contribution to researchers and service providers is dissolving the distinction between operant and operand resources. We present two foundational propositions. 1. Humans and AI become entangled value cocreating resources in inherently sociotechnical service ecosystems; and 2. Human and AI entanglements in value cocreation manifest through seven resource relations in inherently sociotechnical service ecosystems. Understanding the combinatorial potential of different human–AI resource relations enables service providers to make informed choices in service ecosystems.

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