Engaged to a Robot? The Role of AI in Service

This article develops a strategic framework for using artificial intelligence (AI) to engage customers for different service benefits. This framework lays out guidelines of how to use different AIs to engage customers based on considerations of nature of service task, service offering, service strategy, and service process. AI develops from mechanical, to thinking, and to feeling. As AI advances to a higher intelligence level, more human service employees and human intelligence (HI) at the intelligence levels lower than that level should be used less. Thus, at the current level of AI development, mechanical service should be performed mostly by mechanical AI, thinking service by both thinking AI and HI, and…

• MO
  Ministry of Science and Technology, Taiwan

  Awards: MOST 106-2410-H-002-056-MY3, MOST 107-2410-H-002-115-MY3, MOST 104-2410-H-002-142-MY3