A Systematic Review of Artificial Intelligence and Robots in Value Co-creation: Current Status and Future Research Avenues

Valtteri Kaartemo, Anu Helkkula

    Research output: Contribution to journalArticleScientificpeer-review

    Abstract

    As artificial intelligence (AI) and robots are increasingly taking place in practical service solutions, it is necessary to understand technology in value co-creation. We conducted a systematic literature review on the topic to advance theoretical analysis of AI and robots in value co-creation. By systematically reviewing 61 AI and robotics articles, which have been published in top marketing and service research journals, we identified four themes in literature, namely, generic field advancement, supporting service providers, enabling resource integration between service providers and beneficiaries, and supporting beneficiaries’ well-being. With the identification of the first set of literature on AI and robots in value co-creation, we push forward an important sub-field of value co-creation literature. In addition, to advance the field, we suggest building on actor–network theory and science and technology studies to understand the agency of technology in value co-creation. Considering that technology has agency, it opens new interesting research avenues around shopping bots and human-to-non-human frontline interaction that are likely to influence resource integration, customer engagement and value co-creation in the future. We also encourage our colleagues to conduct postphenomenological research to be better geared for analysing how technology (including AI and robots) mediates the individual experience of value.
    Original languageEnglish
    Peer-reviewed scientific journalJournal of Creating Value
    Volume4
    Issue number2
    Pages (from-to)1-18
    Number of pages18
    ISSN2394-9643
    DOIs
    Publication statusPublished - 17.10.2018
    MoE publication typeA1 Journal article - refereed

    Keywords

    • 512 Business and Management
    • Value co-creation
    • artificial intelligence
    • robot
    • technology
    • service
    • marketing

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