The advent of interrelated technologies such as Big Data (BD) and Artificial Intelligence (AI) has radically transformed how industrial firms can co-create value with their customers. We collect data from an organization in the manufacturing industry to understand how it co-creates value from BD using AI. In addition to secondary data collection, we engage with the company actors and the customers involved in developing the solution based on AI by conducting a series of focus groups and adopting a semi-structured interviewing approach. We propose a conceptualization of value co-creation to identify the potential relationship between AI-augmented solutions and the customer journey. Furthermore, we offer performance metrics for value co-creation on AI applications with customers. Finally, we present theoretical and practical implications and suggest future research directions to advance the field of value co-creation and AI.

Abstract Only