Co-creating Value in People’s Interactions with Cognitive Assistants: A Service-System View

Abstract

Purpose—The main purpose of this study was to develop a service-system framework in which people interact with cognitive assistants (CAs) for co-creation of value, such as enhanced communication and better task management. Methodology—Qualitative research was undertaken to deeply investigate and explore the value co-created through people’s interactions with CAs. A total of 32 interviews were conducted in three phases. The interview data were analysed using MAXQDA 12. Results—The results of this study indicate that most of the users use Apple’s Siri, Amazon Eco or Google Home as their CAs and that people’s interactions with CAs are influenced by their trust in and relative advantages of using CAs. The results also indicate that a diversity of value, such as enhanced communication, better task management, enhanced information retrieval, enhanced learning and better data-driven decisions, is co-created through interactions between people and CAs. Implications—We developed a service-system framework in which CAs are considered as actors and introduced the concept of ‘autonomous agency’ for controlling and coordinating people’s interactions with CAs. Originality—This is the first study on the value co-creation from people’s interactions with CAs (artificial-intelligence-based systems) by proposing a service-system framework in which CAs are considered as actors.

Technology as Actors in Service Systems

“…are new decision tools [38][39][40] [47]. They are capable of providing high quality recommendations [43][44] [46] [51].…”

“…On the other hand, S-D logic considers technology as operant resources enhancing human viability, especially through the creation of new resources [1] [56][57][58][59]. But, recently Siddike and Kohda [38] considered CAs as operant resources in the service system, as CAs interact with human actors to provide high quality information that help to create new resources for human actors. At the same time, through the interaction, CAs could learn from human actors and improve its capabilities.…”

“…In addition, Siddike and Kohda [38] conceptualized "autonomous agency" as the agency of CAs in the service system. Autonomous agency defined as the capabilities of CAs doing things by themselves having their own rights and responsibilities.…”

Conversational Agents - Exploring Generative Mechanisms and Second-hand Effects of Actualized Technology Affordances

“…Second, people seek ways to increase their own efficiency and effectiveness and do not waste their time on administrative tasks. By interacting with the CA they co-create value and improve their communication, achieve better task management, enhanced information retrieval, enhanced learning and better data-driven decisions [52]. For example, Sean the director of an AI association uses a diary management CA which engages in an email conversation with his contacts to find a suitable day and time for him and his colleague to meet.…”

Unterstützung der Wissensarbeit durch künstliche Intelligenz – Anforderungen an die Gestaltung maschinellen Lernens

“…KI wendet Verfahren des maschinellen Lernens an , um die kognitiven Fähigkeiten des Menschen zu erweitern, d.h. alle Prozesse, in denen "Sinneseindrücke transformiert, verdichtet, verarbeitet, gespeichert, wieder aufgefunden und benutzt werden" (Niesser 1967, S. 4, Übersetzung durch Autor). In diesem Sinne könnte man auch von "Augmented Intelligence" als der Erweiterung der menschlichen Intelligenz oder von kognitiver Assistenz (Demirkan et al 2015, Siddike & Kohda 2018) als der Unterstützung bei Erfassung und Verarbeitung von Informationen sprechen: Der einzelne Konsument kommt heute bereits in den Genuss dessen -ob durch Sprachassistenten wie Amazons Alexa oder Echo in einfachen Situationen des täglichen Lebens, bei der Unterstützung in Finanzanlagen (Jung et al 2018) Bedeutung erlangt diese insbesondere auch für Wissensarbeiter bzw. "Knowledge Worker" (Drucker 1959), die vor allem für die Anwendung Ihres Wissens bezahlt werden: Für sie stellt sowohl die Reichhaltigkeit des zur Verfügung stehenden Wissens als auch die Geschwindigkeit auf dessen Zugriff einen wichtigen Wettbewerbsvorteil dar (Fischbach & Putzke 2012).…”