Me, you, and AI: How ai augments value co-creation in brand-customer relationship

E. Ghianda; Domitilla Magni; F. Costanzo; A. Mazzucchelli

Me, you, and AI: How ai augments value co-creation in brand-customer relationship

E. Ghianda
, Domitilla Magni
, F. Costanzo
, A. Mazzucchelli

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

This study aims to analyze AI as an actant that augments the co-creation process, thereby enhancing the brand-customer relationship. Indeed, this paper investigates “augmented co-creation,” which is defined as a socio-technical configuration in which AI does not merely support existing interactions but actively shapes the relational space in which value is created – or destroyed – among brands and customers.

Original language	English
Title of host publication	XLI CONVEGNO NAZIONALE AIDEA - Le Intelligenze Aziendali per la competitività sostenibile e il bene comune
Publisher	aidea
Pages	1-11
Number of pages	11
Publication status	Published - 2026

Keywords

Artificial Intelligence
Brand-customer Relationship
Value Co-creation
Value Co-destruction
Actor-Network Theory

Cite this

@inproceedings{6bc019a5d6494f0cb7c7d2297f30bb24,

title = "Me, you, and AI: How ai augments value co-creation in brand-customer relationship",

abstract = "This study aims to analyze AI as an actant that augments the co-creation process, thereby enhancing the brand-customer relationship. Indeed, this paper investigates “augmented co-creation,” which is defined as a socio-technical configuration in which AI does not merely support existing interactions but actively shapes the relational space in which value is created – or destroyed – among brands and customers.",

keywords = "Artificial Intelligence, Brand-customer Relationship, Value Co-creation, Value Co-destruction, Actor-Network Theory, Artificial Intelligence, Brand-customer Relationship, Value Co-creation, Value Co-destruction, Actor-Network Theory",

author = "E. Ghianda and Domitilla Magni and F. Costanzo and A. Mazzucchelli",

year = "2026",

language = "English",

pages = "1--11",

booktitle = "XLI CONVEGNO NAZIONALE AIDEA - Le Intelligenze Aziendali per la competitivit{\`a} sostenibile e il bene comune",

publisher = "aidea",

}

TY - GEN

T1 - Me, you, and AI: How ai augments value co-creation in brand-customer relationship

AU - Ghianda, E.

AU - Magni, Domitilla

AU - Costanzo, F.

AU - Mazzucchelli, A.

PY - 2026

Y1 - 2026

N2 - This study aims to analyze AI as an actant that augments the co-creation process, thereby enhancing the brand-customer relationship. Indeed, this paper investigates “augmented co-creation,” which is defined as a socio-technical configuration in which AI does not merely support existing interactions but actively shapes the relational space in which value is created – or destroyed – among brands and customers.

AB - This study aims to analyze AI as an actant that augments the co-creation process, thereby enhancing the brand-customer relationship. Indeed, this paper investigates “augmented co-creation,” which is defined as a socio-technical configuration in which AI does not merely support existing interactions but actively shapes the relational space in which value is created – or destroyed – among brands and customers.

KW - Artificial Intelligence

KW - Brand-customer Relationship

KW - Value Co-creation

KW - Value Co-destruction

KW - Actor-Network Theory

KW - Artificial Intelligence

KW - Brand-customer Relationship

KW - Value Co-creation

KW - Value Co-destruction

KW - Actor-Network Theory

UR - https://publicatt.unicatt.it/handle/10807/330636

M3 - Conference contribution

SP - 1

EP - 11

BT - XLI CONVEGNO NAZIONALE AIDEA - Le Intelligenze Aziendali per la competitività sostenibile e il bene comune

PB - aidea

ER -

Me, you, and AI: How ai augments value co-creation in brand-customer relationship

Abstract

Keywords

Other files and links

Fingerprint

Cite this