Service innovation in the age of artificial intelligence: the case study of D*motion method

Daniela Corsaro, Emma Zavarrone and Valerio D’Amico

Chapter 8 in Handbook of Service Experience, 2025, pp 103-118 from Edward Elgar Publishing

Abstract: In recent years, there has been a growing focus on the significance of technologies in the realm of service innovation. AI is transforming the strategies businesses employ in service creation and customer engagement, offering valuable benefits in producing automated, exceptionally tailored, and seamless experiences. The primary objective of this research is to examine the influence of AI on service innovation, specifically within the events sector. This business has seen significant changes following the COVID-19 pandemic, making it an important context for investigation. In order to accomplish this goal, we used a methodology that involved conducting 15 semi-structured interviews, simulating an event, and analyzing the case study of YEG!, an Italian firm that operates within the event industry. YEG! is revolutionizing the events business by developing an innovative AI-driven measurement system called D*motion. The present study begins to elucidate the factors contributing to service innovation facilitated by digital systems within the framework of ongoing interaction, as well as the potential for utilizing AI machines to measure service experience in real-time.

Keywords: Business and Management; Economics and Finance; Geography (search for similar items in EconPapers)
Date: 2025
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