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New study on 'AI for Business' by Margherita Pagani published in the British Journal of Management

Published on May 21, 2024

AI and marketing creativity: New research by Prof. Margherita Pagani provides new insights

Margherita Pagani, professor of digital and artificial intelligence in marketing and director of the research centre SKEMA Centre for Artificial Intelligence (SCAI), has recently co-authored a study published in the prestigious British Journal of Management (ABS 4).

​Along with her co-authors Nisreen Ameen, Eleonora Pantano, Jun-Hwa Cheah, Shlomo Tarba, and Senmao Xia, Margherita explores how managers perceive the different types of artificial intelligence (AI) needed at each stage of the business-to-business (B2B) service recovery journey.

 

What is the study a​​bout?

 

The team aimed to understand how managers view and use AI in B2B service recovery. This involves addressing and preventing issues between businesses during the four stages of the recovery journey: prediction, detection, recovery, and post-recovery. Each stage requires collaboration between humans and AI. They provide a two-step detailed approach to show how each of the following key points for managers can work:

  1. First study: They interviewed senior managers from leading tech companies such as Microsoft, IBM, NVIDIA, Vertis Media, as well as experts working with European Commission to identify the main stages of the B2B service recovery journey (prediction, detection, recovery, and post-recovery) requiring collaboration between humans and AI.

  2. Second study: They empirically tested the model on a large sample of senior managers to see how different types of AI intelligence (logic-mathematical, processing-speed, social, verbal-linguistic, visual-spatial) can enhance each stage of the recovery process.

 

What did th​​ey find?

 

The findings show that different stages benefit from different types of AI:

  • Prediction: Utilises AI for its processing speed and visual-spatial capabilities.
  • Detection: Requires logical-mathematical, social, and fast-processing AI.
  • Recovery: Needs logical-mathematical, social, verbal-linguistic, and fast-processing AI.
  • Post-recovery: Calls for the same types of AI as the recovery stage, namely logical-mathematical, social, verbal-linguistic, and fast-processing.

 

This research highlights that managers should carefully integrate the appropriate AI types at each stage to optimise human-AI collaboration and enhance service recovery performance.


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