Conceptualizing hybrid intelligent service ecosystems

Christian Bartelheimer (), Daniel Heinz, Sarah Hönigsberg, Dominik Siemon, Mahei Manhai Li, Timo Strohmann, Jens Poeppelbuss and Christoph Peters
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Christian Bartelheimer: University of Göttingen
Daniel Heinz: Karlsruhe Institute of Technology
Sarah Hönigsberg: ICN Business School, University of Lorraine, CEREFIGE
Dominik Siemon: LUT University
Mahei Manhai Li: University of St. Gallen (HSG)
Timo Strohmann: University of Münster
Jens Poeppelbuss: Ruhr University Bochum
Christoph Peters: University of the Bundeswehr Munich

Electronic Markets, 2025, vol. 35, issue 1, No 63, 27 pages

Abstract: Abstract With the proliferation of artificial intelligence (AI) technologies, the collaboration of human and AI actors in value co-creation processes permeates various application domains. In this conceptual paper, we integrate concepts from human-AI collaboration and service research and present a conceptual framework for hybrid intelligent service ecosystems (HISE). The framework extends the existing conceptualizations of service ecosystems as put forward by the service-dominant logic (S-D logic) by emphasizing how actors deliberately configure human and artificial agencies to co-create value via hybrid intelligent service exchange and how this impacts ecosystem formation and evolution. Our conceptualization highlights that value co-creation in HISE is guided and facilitated by shared resources and institutional arrangements, which differ from previous service ecosystems through the emergence of hybrid agency. We demonstrate the applicability of our framework with five illustrative HISE scenarios and provide five theoretical propositions. Our findings extend existing knowledge by theorizing on how to incorporate hybrid intelligence into value co-creation processes. Thereby, we provide a foundation for future interdisciplinary research on human-AI collaboration at the intersection of information systems, human–computer interaction, and service research with S-D logic as a unifying theoretical lens.

Keywords: Hybrid intelligence; Service ecosystems; Value co-creation; Artificial intelligence (search for similar items in EconPapers)
JEL-codes: M15 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12525-025-00798-4

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