Dr Gautam Jha

Dr Gautam Jha leads the Strategy theme within the Cambridge Service Alliance’s research on the adoption of agentic AI in services. His work focuses on how organisations can move beyond fragmented AI pilots toward value-anchored digital transformation strategies that integrate autonomous AI systems into service ecosystems.

His PhD research resulted in a novel ACM (Attitudes, Capabilities, Methods) framework that is a valuable resource for firms to systematically implement customer experience management. Gautam’s research examines how human and autonomous AI participation jointly shape organisational capabilities, value co-creation, and long-term differentiation. His current programme investigates the phases, enablers, and value outcomes of agentic AI adoption, developing decision frameworks that guide organisations from planning to selection to piloting, scaling, and institutionalisation of AI in service.

Drawing on mixed-methods research—including grounded theory development, intervention-based action research, and longitudinal case studies—his work addresses a critical gap: how AI initiatives can shift from proof-of-concept stages to scaling up, and how the pathways for AI adoption and governance differ between established firms vis-à-vis AI-native firms.

Alongside his academic role, Gautam brings over two decades of experience leading large-scale digital transformation initiatives across industries. He is the founder of CXMi, a methodology for operationalising customer experience management that directly translates his research into a practical resource. As a co-founder of Ninth Quadrant, where AI-native solutions are implemented and studied in real organisational settings. This academic-practitioner perspective enables him to bridge rigorous service research with applied strategic transformation.

At CSA, his strategy research advances understanding of how AI can act not merely as an automation tool, but as a transformative strategic asset reshaping service design, governance structures, and value creation across organisations.