Abstract
Conversational agents (CAs) promise to create significant organisational value, by transforming how organisations operate and serve customers. Yet, the malleability of this technology poses challenges to both researchers and practitioners because of the wide range of strategic applications they can enable. Drawing on the lens of routine capability, this study investigates strategic applications of CAs, and their associated implementation enablers and challenges. Via an exploratory case study of eight organisations that have successfully implemented CAs, this paper contributes to the literature on the value and implementation of conversational agents in particular and cognitive technologies in general by developing a typology of CA strategic applications and their implementation considerations. For practitioners, the findings highlight the interplay between technology, user, and project management factors that need to be addressed to ensure the successful delivery of the value of CAs.
Highlights
Major developments in Artificial Intelligence (AI) have resulted in many industries and organisations looking into AI applications in processes, operations, and customer interaction to achieve gains in efficiency and organisational outcomes (Borges et al, 2021)
Typology of the Strategic Application of Conversational Agents in Routine Capabilities Collaboration Collaboration was one of the strategic applications found in SaaS A and E-Commerce A
Via the examination of eight organisations that have embedded Conversational agents (CAs) in a range of routine capabilities, this paper provides a framework that systematises the types of strategic applications that generate business value
Summary
Major developments in Artificial Intelligence (AI) have resulted in many industries and organisations looking into AI applications in processes, operations, and customer interaction to achieve gains in efficiency and organisational outcomes (Borges et al, 2021). Conversational agents (CAs) are one such application of AI that can mimic human conversations through text or voice-based interfaces. Two types of CAs have been gaining traction in the world of technology: chatbots (text-based) and digital assistants (text or voice-based).
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