Journal
ELECTRONIC MARKETS
Volume 31, Issue 3, Pages 601-617Publisher
SPRINGER HEIDELBERG
DOI: 10.1007/s12525-020-00433-4
Keywords
Artificial intelligence; Customer experience; Service dominant logic; Value co-creation; Events industry; Scenario technique approach
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Funding
- FH Salzburg University of Applied Sciences
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This study explores the impact of artificial intelligence on event experiences, offering three distinct future scenarios and practical guidelines for event planners. It bridges marketing, technology, and experience literature, focusing on AI as a non-human actor in future experience ecosystems.
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.
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