Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations

• Published in: Journal of research in interactive marketing 2024-01, Vol.18 (1), p.109-126
• Main Authors: Swan, Eric L., Peltier, James W., Dahl, Andrew J.
• Format: Article
• Language: English
• Subjects: Artificial intelligence; Business models; Consumers; Customer services; Customers; Decision making; Digital technology; Health care; Influence; Interactive marketing; Patients; Perceptions; Quality of service; Self-efficacy; Service life; Technological change; Telemedicine; Transformations (mathematics); Value creation; Web portals
• ISSN: 2040-7122; 2040-7122; 2040-7130
• DOI: 10.1108/JRIM-09-2022-0293

PurposeDigital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare. This study aims to understand patient perceptions of AI and its impact on value co-creation.Design/methodology/approachA conceptual model was developed to investigate how value co-creation operant resources (digital self-efficacy and relational service quality) impact value co-creation engagement (shared decision-making) and value co-creation outcomes (anticipatory AI value co-creation and intention to adopt AI). Data were collected from 332 respondents and analyzed using structural equation modeling.FindingsThe results indicate that the value co-creation process for AI technologies is a function of inputs, experiences and AI outputs. Operant resources were found to be positively associated with shared decision-making. However, not all operant resources directly and positively impacted AI outcomes. The indirect and positive mediated relationships through shared decision-making to AI outcomes suggest an interactive AI value co-creation process.Research limitations/implicationsAI technologies are still in early stages of consumer adoption in healthcare. Future research is warranted that investigates the validity of the model through maturing service life cycles.Practical implicationsCustomer perceptions of new digital innovations are formed in the context of previous digital experiences. Marketers need to understand how customers view their current non-AI technologies. Strong engagement and perceived value of current technologies will help ease customers into the usage of AI technologies.Originality/valueThis study investigates the unique stages of the value co-creation process for AI technologies in healthcare. The results demonstrate that the value co-creation process is a function of inputs, tech-enabled experiences and AI outputs.