AI-Driven Value Creation in B2B Service Firms: An Exploratory Cross-Sectoral Study

In recent years, artificial intelligence (AI) has emerged as a technological enabler and strategic asset\r\ncapable of transforming internal and external processes and redefining how service organizations interact\r\nwith their stakeholders and in their networks. This study investigates how AI contributes to the value\r\ncreation process in business-to-business (B2B) service. Through a cross-sectoral exploratory study, until\r\nnow 8 semi-structured interviews have been conducted with key informants operating in B2B service\r\nfirms. The preliminary findings of this ongoing study suggest that AI plays a key role in three major areas\r\nof value creation, i.e., (1) effectively positioning the brand of service firms, by enabling advanced analyses\r\nof the competitive environment and supporting the development of targeted branding strategies; (2)\r\noptimizing resource mobilization, by improving the allocation and utilization of both financial and\r\nhuman capital through predictive analytics; and (3) strengthening business relationships with key\r\nstakeholders, by facilitating more personalized and responsive interactions which enhance trust, loyalty,\r\nand long-term engagement. The results of this study contribute to the academic debate on the role of\r\nAI in value creation process of B2B service firms and present several managerial implications for\r\nprofessionals and policy makers operating in the service ecosystem.