Co-Creating Intelligent Value Propositions: A Service-Ecosystem Perspective on AI-Enabled Business Models
Keywords:
artificial intelligence, business model innovation, service ecosystems, value co-creation, intelligent value propositions, service-dominant logicAbstract
Artificial intelligence is increasingly recognized as a transformative force in digital service environments, yet existing research provides limited theoretical explanation of how AI reshapes value creation and business model innovation across interconnected actors. Much of the current literature focuses on technological capabilities or firm-level strategic redesign, leaving the mechanisms through which AI influences value co-creation within service ecosystems insufficiently articulated. This article addresses this gap by developing a mechanism-based conceptual framework that integrates insights from artificial intelligence research, service-dominant logic, and business model innovation literature. Through a structured synthesis of these research streams, the study conceptualizes AI capabilities as operant resources that activate three interrelated mechanisms: AI-enabled resource integration, intelligent value proposition personalization, and ecosystem-level value co-creation. These mechanisms collectively explain how intelligent technologies restructure actor interactions and enable the emergence of AI-driven business model innovation and adaptive value propositions. By shifting attention from technological adoption to value co-creation processes within digital ecosystems, the framework advances theoretical understanding of AI-enabled innovation. The model also provides a foundation for future empirical research examining how AI capabilities shape resource integration, personalization, and collaborative innovation across diverse service ecosystem contexts.
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