Theoretical perspectives on generative and agentic AI adoption in service environments

Abstract

The editors of this special issue particularly welcome submissions that explicitly draw upon, refine or combine well-established theories that have been influential in service and technology research, including (but not limited to) the following ones (as discussed in Camilleri & Troise, 2023):

Anthropomorphism theory (e.g., human-likeness, emotional attachment and/or moral attributions to AI). Affordance theory (perceived action possibilities enabled or constrained by GenAI and/or Agentic AI interfaces). Assemblage theory (AI as part of dynamic socio-technical service systems). Behavioral reasoning theory (reasons for and against AI use in service encounters). Cognitive fit theory (task–AI alignment and decision quality). Commitment–consistency theory (habit formation and sustained AI use). Communication accommodation theory (linguistic and stylistic adaptation in human–AI interaction). Contingency theory (contextual conditions that can have an impact on AI effectiveness). Diffusion of innovations theory (organizational and market-level adoption trajectories). Expectancy and expectation-violation theories (surprise, delight, discomfort or distrust in AI services). Flow theory in computer-mediated environments (engagement, creativity and immersion). Functionalist theory of emotion (affective responses to AI-enabled services). Human–computer interaction / human–machine communication theories. Information systems success model (service quality, satisfaction and net benefits of AI). Politeness theory (face-management and social norms in AI communication). Self-determination theory (autonomy, competence and relatedness in AI use). Situational theories of problem-solving and publics. Social cognitive theory (learning AI use through observation and social influence). Social presence and social response theories. Structural role theory (AI as role-performing service actors). Technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT). Theory of conversation. Theory of planned behavior (TPB) and its related theory of reasoned action (TRA). Trust–commitment theory. Uses and gratifications theory. Submissions that integrate multiple perspectives, compare existing conceptual frameworks and develop new theoretical models specific to GenAI and Agentic AI in services are especially encouraged for this special issue.

Illustrative research questions may include (but are not limited to): How and to what extent do customers and employees anthropomorphize Generative versus Agentic AI in service encounters? Which GenAI and Agentic AI affordances drive value co-creation, trust, reliance or resistance in services? How do emotional cues, social presence and politeness strategies influence engagement with AI-driven service agents? Under what contingencies does AI adoption enhance or undermine service quality, relationships and well-being? How do expectations and expectation violation aspects influence satisfaction and continued use of AI-enabled services? How do organizations implement Agentic AI within broader service systems? What ethical, relational, psychological and accountability tensions emerge from sustained human–AI interactions, particularly when AI acts autonomously?

The special issue welcomes conceptual, qualitative, quantitative, experimental or mixed-methods approaches, provided that the contributing authors demonstrate strong theoretical grounding and relevance to the underlying objectives of this journal.