Value and AI

Valeur et IA

Agnès Helme-Guizon ()
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Agnès Helme-Guizon: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Abstract: Artificial intelligence systems (AIS), whether predictive (recommendation) or generative (LLM), are playing an increasingly significant role in consumption in the broad sense, within organizations, education, and public services. They are profoundly transforming the practices and well-being of stakeholders. This chapter demonstrates that interactions with AIS simultaneously co-create and co-destroy value. Usage value, conceived as subjective and contextual, is multidimensional (functional, social, monetary, and emotional). Through a critical reflection on the uses of AIS, including algorithmic personalization, task delegation, and socio-emotional AIS (chatbots, relational robots, deadbots), the author highlights value co-creation that is primarily functional and monetary: decisions made easier through large-scale data processing and precise targeting, maximized experiences via personalized recommendations, 24/7 multilingual availability of conversational agents, delegation of repetitive, analytical, or creative tasks that frees up time, and optimization of care pathways through adaptive patient-centered solutions. At the same time, value co-destruction is mainly social and emotional: threat of privacy and perceived freedom, exploitation and discrimination linked to stereotypes, the costs of algorithmic errors, reactance and disengagement, transfer of agency reducing autonomy, self-image and skills, as well as discomfort, stress, inappropriate attachment, addiction, isolation, and alienation. Altogether, this reveals an imbalance between material benefits and psychological losses, and underscores the transformative power of AIS on self-determination and human development

Keywords: Co-destruction; Co-creation; Marketing; Valeur perçue; Intelligence artificielle (search for similar items in EconPapers)
Date: 2025-11
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Published in Thierry Ménissier (dir.). Vocabulaire critique de l'intelligence artificielle, Hermann, 2025, 979 1 0370 4584 3

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