Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems

Payne, Elizabeth H. Manser; Dahl, Andrew J.; Peltier, James W.

doi:10.1108/jrim-12-2020-0252

Cited by 118 publications

(104 citation statements)

References 114 publications

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“…Consistent with SDL, we propose the consumer is not only a critical participating actor, but the central beneficiary of the AI value co-creation process (Vargo and Lusch, 2004). Successful value co-creation in AI service ecosystems is thus reliant on a network of various resource-integration actors, underlying mechanisms and systems, with consumers as the focal point (Manser Payne et al , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

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Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Payne

Peltier

Barger

2021

JRIM

Self Cite

138

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Purpose The purpose of this study is to investigate the relationships that influence the value co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile banking (AIMB) service platforms. Design/methodology/approach A conceptual model was developed to investigate the value-in-use perceptions of AI-based mobile banking applications via five antecedents: baseline perceptions of current bank service delivery; service delivery configuration benefits; general data security; safety perceptions of specific mobile banking services; and perceptions of AI service delivery. Data were collected from 218 respondents and analyzed using structural equation modeling. Findings This study highlights the role and importance of the sequential relationships that impact the assessment of AIMB. The findings suggest that service delivery and the customer’s role in value co-creation change as AI is introduced into a digital self-service technology channel. Furthermore, AIMB offers transaction-oriented (utilitarian) value propositions more so than relationship-oriented (hedonic) value propositions. Research limitations/implications The sample consisted on digital natives. Additional age cohorts are needed. Practical implications As financial institutions redirect their business models toward digital self-service technology channels, the need for customers to feel comfortable while interacting with an AI agent will be critical for enhancing the customer experience and firm performance. Originality/value The authors extend the service-dominant logic (SDL) literature by showing that value co-creation is a function of both firms’ technologies and consumers’ value-in-use, a finding that appears to be unique in the literature. The authors advance the digital transformation literature by evaluating AIMB as an interactive process that requires an understanding of key technology constructs, including perceptions of baseline service relationships, desired service configurations, security and safety issues and whether AI is useful for value co-creation. To the best of the authors’ knowledge, this is the first SDL framework that investigates interactive and structural relationships to explain value-in-use perceptions of AIMB.

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Section: Literature Reviewmentioning

confidence: 99%

“…Manser Payne et al (2021) identify a number of AI mobile banking initiatives ranging from those utilization in lower value-in-use to higher value-in-use contexts. Examples of lower value-in-use technologies include account set-up, deposits, bill payments, fund transfers and transaction reminders.…”

Section: Literature Reviewmentioning

confidence: 99%

Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Payne

Peltier

Barger

2021

JRIM

Self Cite

138

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“…AI assistants are distinct from virtual companions, avatars, recommendation agents or virtual assistants in terms of their advanced capabilities, interaction characteristics and purpose (Kowalczuk, 2018; Lee et al , 2019). In addition to responding to user requests, AI assistants can proactively offer in-time assistance advice on financial service and elicit a considerably higher sympathetic response, thereby creating a more vivid illusion of human-human dialog than those recommendation agents on the internet or websites that do not have a physical form (Manser Payne et al , 2021a). Consequently, AI assistants are changing how marketers interact with customers, as they may become a valuable channel for people to obtain information, goods and services (Dawar and Bendle, 2018).…”

Section: Discussionmentioning

confidence: 99%

“…Effort expectancy, performance expectancy, coolness and concerns can affect the intention to adopt smart home products (Mamonov and Koufaris, 2020). Utilitarian values such as security, relative advantage, AI channel usefulness and fintech-supporting institution can facilitate the value-in-use of AI assistants in financial services (Manser Payne et al , 2021a).…”

Section: Literature Reviewmentioning

confidence: 99%

Hey Alexa: examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker

Hsieh

Lee

2021

JRIM

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Purpose Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the internet but also can facilitate two-way conversations with individuals, thus resembling a human interaction. Although smart speakers have substantial implications for practitioners, the knowledge of the underlying psychological factors that drive continuance usage remains limited. Drawing on social response theory and the technology acceptance model, this study aims to elucidate the adoption process of smart speakers. Design/methodology/approach A field survey of 391 smart speaker users were obtained. Partial least squares structural equation modeling was used to analyze the data. Findings Media richness (social cues) and parasocial interactions (social role) are key determinants affecting the establishment of trust, perceived usefulness and perceived ease of use, which, in turn, affect attitude, continuance usage intentions and online purchase intentions through AI assistants. Originality/value AI assistant-enabled smart speakers are revolutionizing how people interact with smart products. Studies of smart speakers have mainly focused on functional or technical perspectives. This study is the first to propose a comprehensive model from both functional and social perspectives of continuance usage intention of the smart speaker and online purchase intentions through AI assistants.

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“…e statistical output is once again used as a source for hospitality analysis [47]. From banking transactions [48]. For content show processing, the impacts obtained after sentiment and semantic analysis are critical.…”

Section: Content Oriented Ai As a Servicementioning

confidence: 99%

Artificial Intelligence as a Service for Immoral Content Detection and Eradication

Shah

Anwar

Haq

et al. 2022

Scientific Programming

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Social media is referred to as active global media because of its seamless binding thanks to COVID-19. Connecting software such as Facebook, Twitter, WhatsApp, WeChat, and others come with a variety of capabilities. They are well-known for their low-cost, quick, and effective communication. Because of the seclusion and travel constraints caused by COVID-19, concerns, such as low physical involvement in many possible activities, have arisen. Depending on their information, knowledge, nature, experience, and way of behavior, various types of human beings have diverse responses to any scenario. As the number of net subscribers grows, inappropriate material has become a major concern. The world's most prestigious and trustworthy organizations are keenly interested in conducting practical research in this field. The research contributes to using Artificial Intelligence (AI) as a service (AIaaS) for preventing the spread of immoral content. As software as a service (SaaS) and infrastructure as a service (IaaS), AIaaS for immoral content detection and eradication can use effective cloud computing models to leverage this service. It is highly adaptable and dynamic. AIaaS-based immoral content detection is mostly effective for optimizing the outcomes based on big data training data samples. Immoral content is identified for semantic and sentiment evaluation, and content is divided into immoral, cyberbullying, and dislike components. The suggested paper's main issue is the polarity of immoral content that can be processed using an AI-based optimization approach to control content proliferation. To finish the class and statistical analysis, support vector machine (SVM), selection tree, and Naive Bayes classifiers are employed.

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Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems

Cited by 118 publications

References 114 publications

Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Hey Alexa: examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker

Artificial Intelligence as a Service for Immoral Content Detection and Eradication

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