Co-creating Value in People’s Interactions with Cognitive Assistants: A Service-System View

Abstract Purpose—The main purpose of this study was to develop a service-system framework in which people interact with cognitive assistants (CAs) for co-creation of value, such as enhanced communication and better task management. Methodology—Qualitative research was undertaken to deeply investigate and explore the value co-created through people’s interactions with CAs. A total of 32 interviews were conducted in three phases. The interview data were analysed using MAXQDA 12. Results—The results of this study indicate that most of the users use Apple’s Siri, Amazon Eco or Google Home as their CAs and that people’s interactions with CAs are influenced by their trust in and relative advantages of using CAs. The results also indicate that a diversity of value, such as enhanced communication, better task management, enhanced information retrieval, enhanced learning and better data-driven decisions, is co-created through interactions between people and CAs. Implications—We developed a service-system framework in which CAs are considered as actors and introduced the concept of ‘autonomous agency’ for controlling and coordinating people’s interactions with CAs. Originality—This is the first study on the value co-creation from people’s interactions with CAs (artificial-intelligence-based systems) by proposing a service-system framework in which CAs are considered as actors.