Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI on customer experiences remains little understood. Drawing upon the service-dominant (SD) logic as a theoretical lens and a scenario technique approach, this study explores the impact of artificial intelligence as an operant resource on event experiences. The findings offer a conceptualisation of three distinct future scenarios for the year 2026 that map out a spectrum of experiences from value co-creation to value co-destruction of events. The paper makes a theoretical contribution in that it bridges marketing, technology and experience literature, and zooms in on AI as a non-human actor of future experience life ecosystems. A practical guideline for event planners is offered on how to implement AI across each touch point of the events ecosystem.

中文翻译：

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人工智能对事件体验的影响：场景技术方法


数字技术正在改变商业环境中的人际关系、互动和体验。尽管人们预测人工智能 (AI) 在服务行业具有巨大潜力，但人工智能对客户体验的具体影响仍知之甚少。本研究利用服务主导（SD）逻辑作为理论视角和场景技术方法，探讨了人工智能作为操作资源对事件体验的影响。研究结果对 2026 年三种不同的未来情景进行了概念化，描绘了从事件的价值共同创造到价值共同破坏的一系列经验。该论文的理论贡献在于它连接了营销、技术和体验文献，并将人工智能作为未来体验生活生态系统的非人类参与者。为活动策划者提供了关于如何在活动生态系统的每个接触点实施人工智能的实用指南。