Problem Statement
Extensive research has shown that the emergence of generative AI (GAI) presents a critical juncture for service models. Traditional models, built on pre-defined rules and positivist assumptions, are challenged by AI’s dynamic capabilities and the need for nuanced emotional engagement. This requires new theoretical frameworks that integrate self-designing AI, a human-centered perspective, and personalised value creation.
This research aims to investigate how organisations can leverage GAI to develop service models that optimize performance and create new values for customers.
Outcomes
This reseach is still beng worked on...
