The impact of artificial intelligence on event experiences: a scenario technique approach
- PDF / 1,829,052 Bytes
- 17 Pages / 595.276 x 790.866 pts Page_size
- 109 Downloads / 180 Views
RESEARCH PAPER
The impact of artificial intelligence on event experiences: a scenario technique approach Barbara Neuhofer 1
&
Bianca Magnus 1 & Krzysztof Celuch 2
Received: 9 September 2019 / Accepted: 15 July 2020 # The Author(s) 2020
Abstract 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 cocreation 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. Keywords Artificial intelligence . Customer experience . Service dominant logic . Value co-creation . Events industry . Scenario technique approach
Introduction The advent of artificial intelligence (AI) and subsequent transformation of the global business landscape has been predicted for several decades, portraying it as one of the most disruptive technologies over the next 10 years (Panetta 2017). Despite the potential of artificial intelligence, several questions are raised: How will AI improve over the This article is part of the Topical Collection on Artificial Intelligence (AI) and Robotics in Travel, Tourism and Leisure Editorial Responsibility: Responsible Editor: Chulmo Koo * Barbara Neuhofer [email protected] Bianca Magnus [email protected] Krzysztof Celuch [email protected] 1
Innovation and Management in Tourism, Salzburg University of Applied Sciences, Campus Urstein Süd 1, A-5412 Puch/ Salzburg, Austria
2
Faculty of Economic Sciences and Management, Nicolaus Copernicus University, ul. Gagarina 13a, 87-100 Toruń, Poland
next years? Will AI be able to surpass human intelligence, and in which industries can it be applied? Today, we witness AI on the market in form of robots, virtual assistants and self-driving cars, permeating our everyday lives (Tegmark 2017; Murphy et al. 2017; Devlin 2018; Wirtz et al. 2018) and allowing businesses and customers to take advantage of the technology in its early stages (Sicular and Brant 2018; The Future of Life Institute 2018). In contributing to a critical discourse around AI, researchers have questioned whether these latest technological advancements are creating real value, or whether AI may be overhyped. In this context, Ford (2018) coined the notion of ‘AI winter’, highlighting the existing discrepancy between mark
Data Loading...
