Design: This paper contributes to the discussion about the firms’ approach to artificial intelligence (AI) in frontline interactions under the conceptual umbrella provided by Knowledge Management studies (KM). Purpose: This paper recalls the attention on a key challenge for customer relationship management (CRM) related to the role of human agents in the management of the ‘switch point’ (SP) for ensuring the effectiveness and efficiency in a customer-machine conversation. Findings: This paper provides a theoretical model for clarifying the role of human intelligence (HI) in AI based frontline interactions by highlighting the relevance of the actors’ subjectivity in the dynamics and perceptions of customer-machine conversations. Originality: An AI-HI complementarity matrix is proposed in spite of the still dominant replacement view.

The challenging meet between human and artificial knowledge. A systems-based view of its influences on firms-customers interaction

Saviano Marialuisa
;
Del Prete Marzia;
2022-01-01

Abstract

Design: This paper contributes to the discussion about the firms’ approach to artificial intelligence (AI) in frontline interactions under the conceptual umbrella provided by Knowledge Management studies (KM). Purpose: This paper recalls the attention on a key challenge for customer relationship management (CRM) related to the role of human agents in the management of the ‘switch point’ (SP) for ensuring the effectiveness and efficiency in a customer-machine conversation. Findings: This paper provides a theoretical model for clarifying the role of human intelligence (HI) in AI based frontline interactions by highlighting the relevance of the actors’ subjectivity in the dynamics and perceptions of customer-machine conversations. Originality: An AI-HI complementarity matrix is proposed in spite of the still dominant replacement view.
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11386/4814334
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact