Evolving uncertainty in healthcare service interactions during COVID-19: Artificial Intelligence - a threat or support to value cocreation?

Several uncertainties have emerged during the pandemic COVID-19, which has led to unprecedented turbulence in healthcare services worldwide. One of the most practical responses to this situation is to create technology-enabled mechanisms of value cocreation by which the service provider (i.e., doctors, hospitals, testing labs) and the consumer (i.e., patients), along with other actors of the healthcare ecosystem collectively cocreate actual wellbeing. This work critically elaborates upon the role of Artificial Intelligence (AI) in combating the uncertainties and challenges posed by COVID-19 in healthcare value cocreation. We explore the interdisciplinary domains of knowledge from the literature of services marketing, healthcare, and technology and discuss the advantages of AI-empowered interactions in facilitating healthcare value cocreation during the pandemic. In addition, we also highlight the spill-over (primarily negative) effects of AI on healthcare value cocreation, especially on the patients in developing economies.