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Journal article
Artificial intelligence (AI) and value co-creation in B2B sales: Activities, actors and resources
Australasian marketing journal, Vol.29(3), pp.243-251
08/01/2021
Web of Science ID: WOS:000691323200006
Abstract
Continuous advances in information technologies, such as Artificial intelligence (AI), are opening up new and exciting opportunities for value co-creation between economic actors. However, little is known about the mechanisms and the process of value co-creation enabled by AI. While scholars agree that AI technology significantly changes human activities and human resources, currently we do not have an adequate understanding of how humans and AI technology interact in value co-creation. This is the central phenomenon investigated in this article. Specifically, using Service-Dominant Logic (S-DL) as a lens, this study investigates the activities, roles and resources that are exchanged in Al-enabled value co-creation, using the creation of competitive intelligence as a research context. The analysis suggests that Al-enabled value co-creation processes are complex interactions between human and non-human actors who perform any of six different roles either jointly or independently. This article contributes to SD-L and provides a deeper understanding of the activities (the 'how'), the actors (the 'who'), and the resources (the 'what') in Al-enabled value co-creation, thus helping to close an identified gap in the literature.
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- Title
- Artificial intelligence (AI) and value co-creation in B2B sales
- Publication Details
- Australasian marketing journal, Vol.29(3), pp.243-251
- Resource Type
- Journal article
- Publisher
- Sage Publications Ltd.
- Number of pages
- 9
- Copyright
- © 2020 Australian and New Zealand Marketing Academy.
- Identifiers
- WOS:000691323200006; 99381613496806600
- Academic Unit
- Commerce; Lewis Bear Jr. College of Business
- Language
- English