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Institutt for markedsføring

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BIs vitenskapelige produksjon er registrert i den nasjonale databasen NVA (Nasjonalt vitenarkiv).

Publikasjoner

Viser de 5 nyeste publikasjonene

Journal of Business Research 206 Doi: https://doi.org/10.1016/j.jbusres.2025.115920

Tourism Recreation Resarch s. 18-18 Doi: https://doi.org/10.1080/02508281.2025.2611772

Exploring Commercial, Social, and Digital Innovation from the Customer Perspective

Routledge

Journal of Service Management (JOSM) s. 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.

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Institutt for markedsføring

Publikasjoner

Must-have, or maybe not? A sensitivity-based extension to necessary condition analysis

Emotional experience value in nature-based adventure tourism: the role of pleasure, arousal, and overcrowding

Innovation from the Customer Perspective: Looking Back and Looking Ahead

Multisensory marketing of sustainable service experiences

Balancing truth and lies: ethical management of AI in service encounters