AI-chatbots on the services frontline addressing the challenges and opportunities of agency |
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| Institution: | 1. Assistant Professor of Computer Information Systems, Department of Computer Information and Decision Management, Paul and Virginia Engler College of Business, West Texas A&M University, 2501 4th Ave, Canyon, TX 79016, United States of America;2. Decision Management & Terry Professor of Business, Department of Computer Information and Decision Management, Paul and Virginia Engler College of Business, West Texas A&M University, 2501 4th Ave, Canyon, TX 79016, United States of America;3. School of Business and Law, Edith Cowan University, Joondalup, WA 6027, Australia |
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| Abstract: | AI-chatbots as frontline agents promise innovative opportunities for shaping service offerings that benefit customers and retailers. Examining current practice through the lens of agency, as defined by Social Cognitive Theory, we present a 3-level classification of AI-chatbot design (anthropomorphic role, appearance and interactivity) and examine how the combination of these three aspects of chatbot design impacts on the complementarities of agency. Recognizing current implementation challenges, we advance that the complementarities of agency at each level are the lynchpin mechanism that translates AI-chatbot design into service relevant outcomes. We develop a research agenda focused on the emotion interface, resolution of the proxy agency dilemma and development of collective agency to support the implementation of AI-chatbots as frontline service agents. |
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| Keywords: | AI-chatbots Agency Proxy agent Services frontline |
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