Artificial intelligence-driven reconfiguration of customer experience: A service-dominant logic framework

Abstract

This study develops a framework explaining how artificial intelligence (AI) reconfigures customer experience in hospitality and tourism, drawing on service-dominant logic. Co-citation and content analyses were conducted to synthesize 89 articles and identify the intellectual structure of the literature. The findings reveal that institutional arrangements condition AI's legitimate participation in service ecosystems. Three mechanisms explain how AI reconfigures customer experience: the actor role architect, the interaction mediator, and the experience orchestrator. These mechanisms operate concurrently and recursively rather than as discrete stages within AI-enabled service ecosystems. The study makes three contributions to the literature. First, it positions customer experience reconfiguration as an ecosystem-level process. Second, it extends service-dominant logic from dyadic to triadic human-AI-human value co-creation. Third, it differentiates AI by functional intelligence, showing that mechanical, thinking, feeling, and multi-functional types perform distinct roles in this reconfiguration.