This study aims to analyze AI as an actant that augments the co-creation process, thereby enhancing the brand-customer relationship. Indeed, this paper investigates “augmented co-creation,” which is defined as a socio-technical configuration in which AI does not merely support existing interactions but actively shapes the relational space in which value is created–or destroyed–among brands and customers.
Ghianda, E., Magni, D., Costanzo, F., Mazzucchelli, A. (2026). Me, You, and AI: How AI augments value co-creation in brand-customer relationships. In Abstract Conference Proceedings XLI Convegno Nazionale AIDEA - Le Intelligenze Aziendali per la competitività sostenibile e il bene comune (pp.921-930).
Me, You, and AI: How AI augments value co-creation in brand-customer relationships
Ghianda, E.
;Costanzo, F.;Mazzucchelli, A.
2026
Abstract
This study aims to analyze AI as an actant that augments the co-creation process, thereby enhancing the brand-customer relationship. Indeed, this paper investigates “augmented co-creation,” which is defined as a socio-technical configuration in which AI does not merely support existing interactions but actively shapes the relational space in which value is created–or destroyed–among brands and customers.
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