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The impact of artificial intelligence on event experiences: a scenario technique approach

Author

Listed:
  • Barbara Neuhofer

    (Salzburg University of Applied Sciences)

  • Bianca Magnus

    (Salzburg University of Applied Sciences)

  • Krzysztof Celuch

    (Nicolaus Copernicus University)

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 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.

Suggested Citation

  • Barbara Neuhofer & Bianca Magnus & Krzysztof Celuch, 2021. "The impact of artificial intelligence on event experiences: a scenario technique approach," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 601-617, September.
    • Handle: RePEc:spr:elmark:v:31:y:2021:i:3:d:10.1007_s12525-020-00433-4
    DOI: 10.1007/s12525-020-00433-4
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    References listed on IDEAS

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    Cited by:

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