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

Barbara Neuhofer (), Bianca Magnus () and Krzysztof Celuch ()
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Barbara Neuhofer: Salzburg University of Applied Sciences
Bianca Magnus: Salzburg University of Applied Sciences
Krzysztof Celuch: Nicolaus Copernicus University

Electronic Markets, 2021, vol. 31, issue 3, No 9, 617 pages

Abstract: Abstract 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.

Keywords: Artificial intelligence; Customer experience; Service dominant logic; Value co-creation; Events industry; Scenario technique approach (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s12525-020-00433-4

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