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Artificial Intelligence, Big Data, and Value Co-creation: A Conceptual Model

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The Fourth Industrial Revolution: Implementation of Artificial Intelligence for Growing Business Success

Part of the book series: Studies in Computational Intelligence ((SCI,volume 935))

Abstract

The development of Artificial Intelligence (AI) and big data technologies in the ecosystem has reshaped the concept of value co-creation. However, this concept needs to be renovated from a digital perspective. This study conceptualizes the dynamic relationships between AI, big data, and value co-creation. Its theoretical framework adopts S-D logic to connect the two players (customers as creators and firms as users) of big data. This framework shows that big data is a crucial driver in transferring the concept of value in marketing to value co-creation. It also suggests that value co-creation is composed of two dimensions: co-production and value in use. Finally, the framework posits AI technologies as a critical link between the two players of big data that facilitates value co-creation and, ultimately, leads to improvements in customer satisfaction and firm performance.

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Author information

Authors and Affiliations

  1. Community College of Qatar, P.O. Box 7344, Doha, Qatar

    Muneer Abbad

  2. Oxford Brookes University, Oxford, OX3 0BP, UK

    Faten Jaber

  3. Al Ain University, P.O. Box 112612, Abu Dhabi, UAE

    Kholoud AlQeisi & Shorouq Eletter

Authors
  1. Muneer Abbad
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  2. Faten Jaber
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  3. Kholoud AlQeisi
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  4. Shorouq Eletter
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Corresponding author

Correspondence to Muneer Abbad .

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Editors and Affiliations

  1. College of Business and Finance, Ahlia University, Manama, Bahrain

    Allam Hamdan

  2. Information Technology Department, Faculty of Computers and Information, Cairo University, Giza, Egypt

    Aboul Ella Hassanien

  3. College of Business and Finance, Ahlia University, Manama, Bahrain

    Anjum Razzaque

  4. Middle East Technical University - Northern Cyprus Campus, Kalkanlı, Güzelyurt, KKTC, Turkey

    Bahaaeddin Alareeni

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Abbad, M., Jaber, F., AlQeisi, K., Eletter, S. (2021). Artificial Intelligence, Big Data, and Value Co-creation: A Conceptual Model. In: Hamdan, A., Hassanien, A.E., Razzaque, A., Alareeni, B. (eds) The Fourth Industrial Revolution: Implementation of Artificial Intelligence for Growing Business Success. Studies in Computational Intelligence, vol 935. Springer, Cham. https://doi.org/10.1007/978-3-030-62796-6_28

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