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Understanding Brand Co-Creation in the Era of AI and Automation
Authors: Lorena Blasco-Arcas (ESCP Europe, Spain), Claudia Simoes (School of Economics and Management University of Minho)
Value co-creation emerges from the value-formation process where both the company and the customer establish interactive and synchronised processes creation value both for the customer and the firm. Encounters and direct interactions between managers (firm) and customers (market) are conditions for value co-creation. The domain of value co-creation and its metrics have been established as entailing dimensions, such as, Dialogue, Access, Risk assessment, and Transparency or a combination of co-production (entailing Knowledge (sharing), Equity and Interaction) and value-in-use (entailing experience, personalization and relationship). Although there has been progress in the delimitation of the value co-creation realm, we need to further understand how co-creation emerges and is transposed to brand co-creation in different contexts, such as in the context of automated service interactions.
Recent contributions in the area of automated services and AI have focused in understanding robot acceptance in service interactions and in the impact of artificial intelligence in service workers. While these contributions shed light on adoption and the evolution of AI in service, a more in-depth look is needed in understanding how AI and automated services may influence customer co-creation activities and how it may have an impact in brand-related perceptions. As brand co-creation becomes a more fragmented and networked process where automated interactions and AI are becoming more common, we need to understand how the use of these techs may influence customer experiences, roles and involvement in co-creation activities. In this paper we develop a deeper understanding of branding and its scope, offering insights into the customer role in automation and AI settings and the brand co-creation process.