The impact of artificial intelligence on event experiences: a scenario technique approach

Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI on customer experiences remains little understood. Drawing upon...

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Detalles Bibliográficos
Autores principales: Neuhofer, Barbara, Magnus, Bianca, Celuch, Krzysztof
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer Berlin Heidelberg 2020
Materias:
Research Paper
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7476646/
http://dx.doi.org/10.1007/s12525-020-00433-4
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author Neuhofer, Barbara
Magnus, Bianca
Celuch, Krzysztof
author_facet Neuhofer, Barbara
Magnus, Bianca
Celuch, Krzysztof
author_sort Neuhofer, Barbara
collection PubMed
description Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI on customer experiences remains little understood. Drawing upon the service-dominant (SD) logic as a theoretical lens and a scenario technique approach, this study explores the impact of artificial intelligence as an operant resource on event experiences. The findings offer a conceptualisation of three distinct future scenarios for the year 2026 that map out a spectrum of experiences from value co-creation to value co-destruction of events. The paper makes a theoretical contribution in that it bridges marketing, technology and experience literature, and zooms in on AI as a non-human actor of future experience life ecosystems. A practical guideline for event planners is offered on how to implement AI across each touch point of the events ecosystem.
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spelling pubmed-74766462020-09-08 The impact of artificial intelligence on event experiences: a scenario technique approach Neuhofer, Barbara Magnus, Bianca Celuch, Krzysztof Electron Mark Research Paper Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI on customer experiences remains little understood. Drawing upon the service-dominant (SD) logic as a theoretical lens and a scenario technique approach, this study explores the impact of artificial intelligence as an operant resource on event experiences. The findings offer a conceptualisation of three distinct future scenarios for the year 2026 that map out a spectrum of experiences from value co-creation to value co-destruction of events. The paper makes a theoretical contribution in that it bridges marketing, technology and experience literature, and zooms in on AI as a non-human actor of future experience life ecosystems. A practical guideline for event planners is offered on how to implement AI across each touch point of the events ecosystem. Springer Berlin Heidelberg 2020-09-07 2021 /pmc/articles/PMC7476646/ http://dx.doi.org/10.1007/s12525-020-00433-4 Text en © The Author(s) 2020 https://creativecommons.org/licenses/by/4.0/Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) .
spellingShingle Research Paper
Neuhofer, Barbara
Magnus, Bianca
Celuch, Krzysztof
The impact of artificial intelligence on event experiences: a scenario technique approach
title The impact of artificial intelligence on event experiences: a scenario technique approach
title_full The impact of artificial intelligence on event experiences: a scenario technique approach
title_fullStr The impact of artificial intelligence on event experiences: a scenario technique approach
title_full_unstemmed The impact of artificial intelligence on event experiences: a scenario technique approach
title_short The impact of artificial intelligence on event experiences: a scenario technique approach
title_sort impact of artificial intelligence on event experiences: a scenario technique approach
topic Research Paper
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7476646/
http://dx.doi.org/10.1007/s12525-020-00433-4
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