B2B 市场中的人工智能共创:系统性文献综述

IF 4.3 3区 材料科学 Q1 ENGINEERING, ELECTRICAL & ELECTRONIC
David Fehrenbach, Carolina Herrando, María José Martín-De Hoyos
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引用次数: 0

摘要

人工智能(AI)极大地颠覆了 B2B 市场,在产品、服务和组织层面对企业产生了影响。如何利用人工智能的力量来增强活动并使其自动化,从而为客户创造价值,是一个重点。市场营销中调查的价值创造的一种具体形式是各方之间的共同创造。由于人工智能的技术特点及其可带来的预期商业价值,将其引入共同创造过程令人兴奋。本研究探讨了 B2B 市场中人工智能共同创造的最新进展。研究探讨了买家、供应商和技术提供商如何互动,以及他们的动机和特点。此外,它还研究了促成这些互动的过程,从所使用的人工智能形式和人工智能工具集成到其他参与方的必要能力。最后,本研究探讨了现有文献中描述的共同创造的内容以及共同创造的价值。本综述有助于界定 B2B 共同创造生态系统中人类和非人类参与者之间的互动。本研究的意义在于为 B2B 企业提供一个讨论平台,探讨在 B2B 驱动因素中使用人工智能进行共同创造的参与者、动机、特征、流程和内容,以及人工智能在共同创造中的障碍,从而为成功绘制路线图。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Co-Creation with AI in B2B Markets: A Systematic Literature Review
Artificial intelligence (AI) has significantly disrupted B2B markets, impacting companies at the product, service, and organizational levels. A key focus is on how to leverage the power of AI to augment and automate activities to create value for customers. One specific form of value creation investigated in marketing is co-creation between parties. Introducing AI into the co-creation process is exciting due to its technological characteristics and the anticipated business value it can bring. This study explores the state of the art in co-creation with AI in B2B markets. It examines how buyers, suppliers, and technology providers interact, along with their motives and characteristics. Furthermore, it investigates the processes enabling these interactions, from the form of AI used and AI tool integration to the necessary capabilities of other actors involved. Finally, this study examines the content of co-creation described in the existing literature and the value created jointly. This review contributes to delineating the interaction between human and non-human actors in a B2B co-creation ecosystem. The implications of this research provide B2B companies with a discussion about the actors, motives, characteristics, processes, and content of co-creation with AI in B2B drivers and barriers of AI for co-creation, mapping the way for success.
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来源期刊
CiteScore
7.20
自引率
4.30%
发文量
567
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