
The transformative potential of AI-enabled personalization across cultures
- Author
- Khalid Mehmood (UGent) , Katrien Verleye (UGent) , Arne De Keyser (UGent) and Bart Larivière (UGent)
- Organization
- Abstract
- Purpose The widespread integration of AI-enabled personalization has sparked a need for a deeper understanding of its transformative potential. To address this, the present study investigates the mental models held by consumers from diverse cultures regarding the impact and role of AI-enabled personalization in their lives (i.e., individual well-being) and in society (i.e., societal well-being). Design/methodology/approach This paper utilizes the theories-in-use approach, collecting qualitative data via the critical incident technique. This data encompasses 487 narratives from 176 consumers in two culturally distinct countries, Belgium and Pakistan. Additionally, it includes insights from a focus group of six experts in the field. Findings This research reveals that consumers view AI-enabled personalization as a dual-edged sword: it may both extend and restrict the self, and also contribute to an affluent society as well as an ailing society. The particular aspects of the extended/restricted self and the affluent/ailing society that emerge differ across respondents from different cultural contexts. Originality/Value This cross-cultural research contributes to the personalization and well-being literature by providing detailed insight into the transformative potential of AI-enabled personalization while also having important managerial and policy implications for developing transformative services.
- Keywords
- UN SDG 3, Personalization, Artificial intelligence (AI), Transformative service research (TSR), Health and well-being (UN SDG 3), Responsible consumption and production (UN SDG 12), SERVICE RESEARCH, GUEST EDITORIAL, ONLINE, FRAMEWORK, HAPPINESS, MANAGEMENT, EMPLOYEES, INTENTION, CONSUMERS, INSIGHTS
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-01HVK1F2PFX4TN105VTA8SEERV
- MLA
- Mehmood, Khalid, et al. “The Transformative Potential of AI-Enabled Personalization across Cultures.” JOURNAL OF SERVICES MARKETING, vol. 38, no. 6, 2024, pp. 711–30, doi:10.1108/JSM-08-2023-0286.
- APA
- Mehmood, K., Verleye, K., De Keyser, A., & Larivière, B. (2024). The transformative potential of AI-enabled personalization across cultures. JOURNAL OF SERVICES MARKETING, 38(6), 711–730. https://doi.org/10.1108/JSM-08-2023-0286
- Chicago author-date
- Mehmood, Khalid, Katrien Verleye, Arne De Keyser, and Bart Larivière. 2024. “The Transformative Potential of AI-Enabled Personalization across Cultures.” JOURNAL OF SERVICES MARKETING 38 (6): 711–30. https://doi.org/10.1108/JSM-08-2023-0286.
- Chicago author-date (all authors)
- Mehmood, Khalid, Katrien Verleye, Arne De Keyser, and Bart Larivière. 2024. “The Transformative Potential of AI-Enabled Personalization across Cultures.” JOURNAL OF SERVICES MARKETING 38 (6): 711–730. doi:10.1108/JSM-08-2023-0286.
- Vancouver
- 1.Mehmood K, Verleye K, De Keyser A, Larivière B. The transformative potential of AI-enabled personalization across cultures. JOURNAL OF SERVICES MARKETING. 2024;38(6):711–30.
- IEEE
- [1]K. Mehmood, K. Verleye, A. De Keyser, and B. Larivière, “The transformative potential of AI-enabled personalization across cultures,” JOURNAL OF SERVICES MARKETING, vol. 38, no. 6, pp. 711–730, 2024.
@article{01HVK1F2PFX4TN105VTA8SEERV, abstract = {{Purpose The widespread integration of AI-enabled personalization has sparked a need for a deeper understanding of its transformative potential. To address this, the present study investigates the mental models held by consumers from diverse cultures regarding the impact and role of AI-enabled personalization in their lives (i.e., individual well-being) and in society (i.e., societal well-being). Design/methodology/approach This paper utilizes the theories-in-use approach, collecting qualitative data via the critical incident technique. This data encompasses 487 narratives from 176 consumers in two culturally distinct countries, Belgium and Pakistan. Additionally, it includes insights from a focus group of six experts in the field. Findings This research reveals that consumers view AI-enabled personalization as a dual-edged sword: it may both extend and restrict the self, and also contribute to an affluent society as well as an ailing society. The particular aspects of the extended/restricted self and the affluent/ailing society that emerge differ across respondents from different cultural contexts. Originality/Value This cross-cultural research contributes to the personalization and well-being literature by providing detailed insight into the transformative potential of AI-enabled personalization while also having important managerial and policy implications for developing transformative services.}}, author = {{Mehmood, Khalid and Verleye, Katrien and De Keyser, Arne and Larivière, Bart}}, issn = {{0887-6045}}, journal = {{JOURNAL OF SERVICES MARKETING}}, keywords = {{UN SDG 3,Personalization,Artificial intelligence (AI),Transformative service research (TSR),Health and well-being (UN SDG 3),Responsible consumption and production (UN SDG 12),SERVICE RESEARCH,GUEST EDITORIAL,ONLINE,FRAMEWORK,HAPPINESS,MANAGEMENT,EMPLOYEES,INTENTION,CONSUMERS,INSIGHTS}}, language = {{eng}}, number = {{6}}, pages = {{711--730}}, title = {{The transformative potential of AI-enabled personalization across cultures}}, url = {{http://doi.org/10.1108/JSM-08-2023-0286}}, volume = {{38}}, year = {{2024}}, }
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