Mark Camilleri, University of Malta

Generative Artificial Intelligence (GenAI) and Agentic Artificial Intelligence (Agentic AI) are transforming how services are designed, delivered, experienced and led. While GenAI refers to systems, such as large language models (LLMs), that produce content in response to human prompts; Agentic AI technologies may be considered as active agents that can implement tasks (rather than merely functioning as passive generators). The latter can monitor situations, allocate resources, initiate and manage processes as well as co-ordinate multiple activities. Hence, Agentic AI algorithms and their governance affect service outcomes.

Appel publié par Journal of Services Marketing. Lire l'appel complet sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Theoretical perspectives on Generative and Agentic AI adoption in service environments
• Comparative or multi-theoretical frameworks for studying human-AI interaction in services
• Anthropomorphism, social presence and human-AI relationships
• Perceived affordances, interface design and service experiences
• Emotions, expectations and psychological responses to AI
• Adoption, acceptance and continued use of AI in services
• Trust, ethics, accountability and relational governance
• AI as a service actor within socio-technical systems
• Contextual and contingency-based perspectives
• Value co-creation, value co-destruction and service outcomes
• Organizational, strategic and policy implications of Generative and Agentic AI in services

Timeline

• June 23, 2026: Opening date for manuscripts submissions
• February 26, 2027: Closing date for manuscripts submission