The Role of AI in Facilitating Value Co-Creation in Service Industries

This article investigates the expanding role of artificial intelligence (AI) in value co-creation within service industries. Through a narrative literature review, it highlights four key contributions of AI: enhancing customer engagement through interactive experiences, enabling intelligent automation in collaborative processes, hyper-personalizing offerings via real-time data analytics, and creating new co-creation opportunities with innovative interfaces. Sector-specific examples from hospitality, healthcare, education, and finance illustrate these aspects. Theoretically, the article proposes expanding the co-creation model to include intelligent agents and redefines roles within service systems. Managerially, it stresses the need for hybrid human-AI frameworks and redesigning customer journeys. Limitations include the exploratory nature and reliance on secondary data, pointing to future research on empirical studies, ethical and cultural dimensions, and cross-sector comparisons.