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AI Technologies & Value Co-Creation in Luxury Context

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Title:AI Technologies & Value Co-Creation in Luxury Context
Authors:Bassano, Clara
Barile, Sergio
Saviano, Marialuisa
Pietronudo , Maria Cristina
Cosimato , Silvia
Keywords:Service Science
artificial intelligence
value co-creation
intelligence augmentation
Date Issued:07 Jan 2020
Abstract:The aim of the paper is to contribute to the literature on the conceptualization of technology as an operant resource and the role of Artificial Intelligence (AI) in value co-creation processes. Resource integration and interaction determine such co-creation, however the issue pivots on whether AI is effectively able to co-create value as an operant resource. With an integrated framework based on the Service Science (SS), the Viable Systems Approach (VSA) & the Variety Information Model (VIM), the Authors show how to the various kinds of AI technology corresponds a diverse level of co-creation. Our (conceptual) study, highlights how AI (e.g. chatbot) with its client profiling capacity achieves consonance in a luxury goods context, thus interpreting customer expectations. At the same time, the man-machine virtuous circuit qualifies the shift from AI (a combination of various technologies with cognitive abilities – listening, comprehending, acting, learning and at times speaking – capable of matching human intelligence) to the more potent IA Intelligence Augmentation.
Pages/Duration:10 pages
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections: Service Science

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