Frontline Encounters of the AI Kind: An Extended Service Encounter Framework

Research output: Contribution to journalArticle

  • External authors:
  • Stacey G. Robinson
  • Chiara Orsingher
  • Linda Alkire
  • Arne De Keyser
  • Michael Giebelhausen
  • Poja Shams
  • Mohamed Sobhy Temerak


Artificial intelligence (AI) is radically transforming frontline service encounters, with AI increasingly playing the role of employee or customer. Programmed to speak or write like a human, AI is poised to usher in a frontline service revolution. No longer will frontline encounters between customer and employee be simply human-tohuman; rather, researchers must consider an evolved paradigm where each actor could be either human or AI. Further complicating this 2x2 framework is whether the human, either customer or employee, recognizes when they are interacting with a non-human exchange partner. Accordingly, we develop an evolved service encounter framework and, in doing so, introduce the concept of counterfeit service, interspecific service (AIto-human), interAI service (AI-to-AI), and offer a research agenda focused on the implementation of AI in dyadic service exchanges.

Bibliographical metadata

Original languageEnglish
JournalJournal of Business Research
Publication statusAccepted/In press - 26 Aug 2019