Service-dominant logic in the age of AI: An extension and update
(A2025-125285)

AUTHORS

Goetz Greve, HSBA Hamburg School of Business Administration

ABSTRACT

This paper explores the transformative impact of artificial intelligence (AI) on service-dominant (S-D) logic in marketing. By framing AI as a hybrid resource that combines characteristics of operand and operant resources, the study introduces an AI-augmented S-D logic. The analysis highlights how AI enhances value co-creation, actor involvement, and service ecosystem dynamics by facilitating real-time personalization, efficiency, and scalability. AI is proposed not merely as a tool but as an integral participant in value co-creation processes, potentially altering the foundational operand/operant dichotomy into a dynamic spectrum. Key takeaways include the evolving role of AI as both a passive enabler and an active contributor, reshaping marketing value propositions and ecosystem interactions.