The wide diffusion of artificial intelligence (AI) is one of the most disrupting technological revolutions in recent human history. Yet, still little is known on how and to what extent the diffusion of AI in business practices affects brand experiences in general and brand experience co-creation in particular. While the literature dealing with brand experience is becoming increasingly consumer-centric and keener to frame brand experience as a socially-constructed and context-sensitive phenomenon, research hardly addresses the current role that AI technologies play in the creation of new and different forms of brand experience. In this chapter, we explore this “terra incognita” at the theoretical level by constructing an updated framework of brand experience co-creation that combines recent theoretical refinements of the brand experience concept with the service dominant logic of markets and actor-network theory. The developed theoretical framework results in a novel ontology of brand-experience co-creation at the time of AI which inspires theoretical and practical implications and opens avenues for future research.

(2022). Brand Experience Co-Creation at the Time of Artificial Intelligence . Retrieved from https://hdl.handle.net/10446/238494

Brand Experience Co-Creation at the Time of Artificial Intelligence

Mangio', Federico;Pedeliento, Giuseppe;Andreini, Daniela
2022-01-01

Abstract

The wide diffusion of artificial intelligence (AI) is one of the most disrupting technological revolutions in recent human history. Yet, still little is known on how and to what extent the diffusion of AI in business practices affects brand experiences in general and brand experience co-creation in particular. While the literature dealing with brand experience is becoming increasingly consumer-centric and keener to frame brand experience as a socially-constructed and context-sensitive phenomenon, research hardly addresses the current role that AI technologies play in the creation of new and different forms of brand experience. In this chapter, we explore this “terra incognita” at the theoretical level by constructing an updated framework of brand experience co-creation that combines recent theoretical refinements of the brand experience concept with the service dominant logic of markets and actor-network theory. The developed theoretical framework results in a novel ontology of brand-experience co-creation at the time of AI which inspires theoretical and practical implications and opens avenues for future research.
2022
Mangio', Federico; Pedeliento, Giuseppe; Andreini, Daniela
File allegato/i alla scheda:
File Dimensione del file Formato  
F_Mangiò_Pedeliento_Andreini_2022_Brand Experience Co_creation at the Time of AI_Routledge.pdf

Solo gestori di archivio

Versione: postprint - versione referata/accettata senza referaggio
Licenza: Licenza default Aisberg
Dimensione del file 418.8 kB
Formato Adobe PDF
418.8 kB Adobe PDF   Visualizza/Apri
Brand Experience Co-Creation at the Time of Artificial Intelligence _.pdf

Solo gestori di archivio

Versione: cover/index - copertina/indice
Licenza: Licenza default Aisberg
Dimensione del file 93.72 kB
Formato Adobe PDF
93.72 kB Adobe PDF   Visualizza/Apri
Pubblicazioni consigliate

Aisberg ©2008 Servizi bibliotecari, Università degli studi di Bergamo | Terms of use/Condizioni di utilizzo

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/238494
Citazioni
  • Scopus 3
  • ???jsp.display-item.citation.isi??? ND
social impact