AI technologies & value co-creation in luxury context

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