Lars Witell

Journal of Business Research 207 p. 116015-116015 Doi: https://doi.org/10.1016/j.jbusres.2026.116015

Journal of Service Management (JOSM) p. 20-20 Doi: https://doi.org/10.1108/josm-12-2024-0538

Purpose This article aims to investigate the management of artificial intelligence (AI) as a frontline service technology in service encounters and its associated ethical aspects. It specifically examines the phenomenon of lying by proxy, in which AI, under human direction, may distort the truth to varying degrees, from white lies to significant fabrications. Design/methodology/approach Using a conceptual approach, the study reviews existing literature on deceptive behaviors in service encounters and explores AI's dual potential as both a substitute for and complement to frontline employees. It employs illustrative mini cases to demonstrate how the proposed conceptual framework applies to real-world contexts, emphasizing AI's role in service delivery. Findings The paper introduces a framework to guide organizations in the ethical use of AI within service encounters. It emphasizes the importance of aligning AI applications with ethical standards to preserve trust and legal compliance while highlighting AI's potential to enhance customer experiences without breaching ethical limits. Research limitations/implications From a managerial perspective, the study provides guidance on the ethical deployment of AI in service encounters, offering strategies to balance enhanced customer experiences with transparency and honesty. Theoretically, it extends the understanding of service encounters by recognizing AI not merely as a passive frontline service technology but as an active participant capable of shaping service interactions through its capacity for deception. Originality/value This work contributes to the discourse on service management, ethics and customer experience by demonstrating how AI can be strategically managed to lie by proxy in a controlled and ethically responsible manner. The proposed framework and accompanying research agenda offer directions for future studies on integrating AI as a frontline service technology, ensuring that AI strengthens rather than undermines customer and societal trust in business.

Research Handbook on Psychological Ownership and Management p. 212-212 Doi: https://doi.org/10.4337/9781035319862.00020

Spanish Journal of Marketing - ESIC Doi: https://doi.org/10.1108/sjme-11-2024-0294

Purpose The purpose of this paper is to develop an integrated view of consumers’ perspectives on remanufactured products. Building on the relevant literature, it presents a framework for exploring consumer responses toward remanufactured products. It highlights the existing challenges for firms in succeeding with remanufactured products in the business-to-customer (B2C) markets. Design/methodology/approach This research introduces an integrative framework for studying consumer responses toward remanufactured products. It uses a systematic search method and a cross-disciplinary approach. Academic articles from peer-reviewed journals support the development of the framework. Findings Based on the literature review, this study identifies four themes that influence consumer responses, intentions and actions toward remanufactured products: the product itself, consumer characteristics, brand and external context. This study demonstrates that consumer responses consist of two components, affective and cognitive, that can be triggered by one or several identified factors. This study highlights and develops a research agenda to address the current literature’s terminological, theoretical, methodological and behavioral challenges. Research limitations/implications There are three main directions for further research pathways: terminological unification, theoretical development and methodological advancements. Practical implications Applying the presented framework can help practitioners better understand how to enhance consumer engagement and experience with remanufactured products. Originality/value This paper improves the limited understanding of consumers’ perspectives on remanufactured products, systematizes existing knowledge and presents an integrated framework for consumer responses toward remanufactured products for the B2C market.

Industrial Marketing Management 128 p. 87-87 Doi: https://doi.org/10.1016/j.indmarman.2025.05.001