Customer value co-creation and co-destruction through interactions with AI technologies : a proposed research framework

Abstract

Service interactions are experiencing a paradigm change as AI-powered technologies, such as chatbots and voice-controlled digital assistants are increasingly being used in customer-firm interactions. Upon interacting with AI-powered technologies, customers become a central element of service production, and a co-creator of value. It is therefore important to study the role of AI on value co-creation within customer-firm interactions. This paper adopts the S-D Logic lens to present a research framework to better understand the process of value co-creation and co-destruction through customer interactions with AI-powered technologies. The proposed research framework is geared to a more holistic understanding of value co-creation through AI-powered technologies, as it views the co-creation process as dynamic and acknowledges that co-destruction could also be a potential outcome of co-production.