This research explores the interactive role of supplier, customer and technology company in business-to-business (B2B) marketing when they develop and use industrial artificial intelligence (AI). From a value co-creation perspective and following a service-dominant logic, this study aims to identify essential value types that are created collaboratively by B2B professionals (namely suppliers, customers and AI providers), and critical capabilities that contribute to their value co-creation practices. Nineteen in-depth semi-structured interviews were conducted with three groups of B2B stakeholders in six companies that involved in an industrial AI development and usage project. The data was then analysed using a thematic analysis approach. The results of this research contain a categorisation of four value types and three sets of capabilities, together with the interrelationships between them. This study contributes to the literature of value co-creation, information system and B2B marketing by bridging these three disciplines within the context of industrial AI development and usage.

本研究探讨了供应商、客户和技术公司在开发和使用工业人工智能 (AI) 时在企业对企业 (B2B) 营销中的互动作用。从价值共创的角度并遵循服务主导逻辑，本研究旨在确定由 B2B 专业人士（即供应商、客户和 AI 提供商）协作创造的基本价值类型，以及有助于其价值共同创造的关键能力。创作实践。对参与工业 AI 开发和使用项目的六家公司的三组 B2B 利益相关者进行了 19 次深入的半结构化访谈。然后使用主题分析方法对数据进行分析。这项研究的结果包含四种价值类型和三组能力的分类，以及它们之间的相互关系。本研究通过在工业人工智能开发和使用的背景下将这三个学科联系起来，为价值共创、信息系统和 B2B 营销的文献做出贡献。