F iedli, Jan; Dola a, Ma eusz; Schwabe, Ge ha d
A icle — Published Ve sion
How Heidi helps: designing o inspi a ion in digi al a el
assis an s
In o ma ion Technology & Tou ism
P o ided in Coope a ion wi h:
Sp inge Na u e
Sugges ed Ci a ion: F iedli, Jan; Dola a, Ma eusz; Schwabe, Ge ha d (2025) : How Heidi helps:
designing o inspi a ion in digi al a el assis an s, In o ma ion Technology & Tou ism, ISSN
1943-4294, Sp inge , Be lin, Heidelbe g, Vol. 27, Iss. 4, pp. 1047-1080,
h ps://doi.o g/10.1007/s40558-025-00328-0
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ORIGINAL RESEARCH
In o ma ion Technology & Tou ism (2025) 27:1047–1080
h ps://doi.o g/10.1007/s40558-025-00328-0
Abs ac
The eme ging end o inspi a ional Digi al T a el Assis an s (DTAs) is apidly
gaining p ominence in he ou ism indus y ye emains unde explo ed in academic
li e a u e. This pape examines how inspi a ional DTAs can be designed o acili a e
a el inspi a ion h ough au onomous and e icien co-c ea ion a scale. G ounded
in he li e a u e on co-c ea ion wi hin he domain o a el planning (Schmid -
Rauch and Schwabe 2014) and he amewo k o cus ome inspi a ion (Th ash and
Ellio 2003), his s udy employs a design science esea ch (DSR) me hodology o
explo e how o o e pe sonalized a el inspi a ion h ough co-c ea ion, ca e ing o
he e ol ing needs o mode n a elle s. We p esen an a e ac o an inspi a ional
DTA, named Heidi, as one example o how o acili a e his. Heidi was de eloped
by Swiss In e na ional Ai lines (pa o he Lu hansa G oup) in collabo a ion wi h
Google. The e alua ion was conduc ed ia semi-s uc u ed in e iews wi h h ee
membe s o he HEIDI ini ia i e and ele en use s engaging wi h he design a e ac .
This esea ch makes h ee con ibu ions. Fi s , we demons a e a means–end ela-
ionship be ween co-c ea ion (means) and inspi a ion (end) o concep ualise inspi a-
ional DTAs. Second, we p opose ac ionable design p inciples o he de elopmen
o inspi a ional DTAs. Las ly, his s udy ex ends he academic discou se on in o -
ma ion sys ems in a el ad ice om IT-enabled human agen se ups o IT-enabled
i ual agen con igu a ions, posi ioning inspi a ional DTAs as a no el pa adigm in
he e ol ing landscape o a el inspi a ion.
Keywo ds Digi al assis an · T a el inspi a ion · Co-c ea ion · T a el planning
Recei ed: 24 No embe 2024 / Re ised: 4 June 2025 / Accep ed: 9 June 2025 /
Published online: 2 July 2025
© The Au ho (s) 2025
How Heidi helps: designing o inspi a ion in digi al a el
assis an s
JanF iedli1· Ma euszDola a1,2· Ge ha dSchwabe1
Ex ended au ho in o ma ion a ailable on he las page o he a icle
1 3
J. F iedli e al.
1 In oduc ion
The apid eme gence o a ious La ge Language Models (LLMs) has spu ed he
de elopmen o digi al assis an s, pa icula ly in he ou ism indus y, whe e hey a e
used o enhance a el inspi a ion and planning. Se e al o ganiza ions ha e capi al-
ized on his oppo uni y by de eloping hei own e sions o inspi a ional Digi al
T a el Assis an s (DTAs). Fo ins ance, Expedia in oduced Romie, an inspi a ional
DTA designed o assis cus ome s in explo ing a wide ange o a el op ions. Like-
wise, T ip.com launched T ipGenie, o e ing ins an a el ips, inspi a ion, and i in-
e a y sugges ions. S a ups such as O o and Maya ha e also en e ed he ma ke ,
u ilizing gene a i e AI echnologies o p o ide simila se ices. The d i ing o ce
behind his end is he signi ican po en ial in a el inspi a ion and planning, as
e idenced by Eu os a da a showing ha EU ou ism eached a eco d 1.2 billion
nigh s in he i s hal o 2024 (Eu os a 2024). As hese eme ging inspi a ional DTAs
eshape digi al e ailing wi hin he ou ism indus y, hei in luence is inc easingly
e iden .
The Lu hansa G oup is a majo global ai line o ganisa ion, ope a ing se e al
p ominen ca ie s including Ge man Lu hansa, Swiss In e na ional Ai Lines, Aus-
ian Ai lines, and B ussels Ai lines. Wi h a as ne wo k spanning o e 300 des ina-
ions ac oss mo e han 100 coun ies, he G oup connec s key in e na ional hubs in
Eu ope o majo ci ies and egions wo ldwide, anspo ing o e 120 million pas-
senge s pe yea . Gi en he p ominen posi ion o he Lu hansa G oup in he a el
sec o , he g owing end owa ds inspi a ional DTAs is o c i ical impo ance o wo
easons, which collec i ely, cons i u e as he ‘ins ance p oblem’. Fi s , he Lu hansa
G oup aces an inc easing isk o losing cus ome s o i al inspi a ional DTAs due
o e ol ing cus ome expec a ions wi hin he inspi a ional phase o digi al e ailing.
Second, he Lu hansa G oup may also jeopa dize i s posi ion in he p emium ma ke
i i ails o e ec i ely inspi e cus ome s on a la ge scale o build hei pe sonalized
a el expe iences.
In collabo a ion wi h Google, a new ini ia i e has been launched o c ea e a public
p oo o concep (PoC) o an inspi a ional DTA a i ac , called Heidi. Pilo ed by
Swiss In e na ional Ai Lines, his ini ia i e aims o p o ide he Lu hansa G oup
wi h a winning posi ion in he newly o ming a ena o inspi a ional DTAs. The o e -
a ching design objec i e o Heidi, se ing as an inspi a ional DTA o he Lu hansa
G oup, is o acili a e a el inspi a ion h ough he au onomous and e icien co-
c ea ion a -scale (see Sec . 4.2).
The aim o his pape — and he Heidi ini ia i e — a e o explo e how inspi a-
ional DTAs can be designed o acili a e a el inspi a ion h ough he au onomous
and e icien co-c ea ion a scale. F om a p ac ical s andpoin , his esea ch could
help o democ a ize pe sonalized a el inspi a ion h ough co-c ea ion in line wi h
an eme ging cus ome need. F om a esea ch s andpoin , he b oade end o inspi a-
ional DTAs emains unde explo ed in academic li e a u e, pa icula ly wi hin design
esea ch (see Sec . 2.4).
While he a ionale o his esea ch on inspi a ional DTAs a ises om he g ow-
ing momen um wi hin he a el indus y, he abs ac esea ch p oblem is g ounded
in wo iden i ied gaps wi hin he cu en body o esea ch – bo h o which ha e been
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How Heidi helps: designing o inspi a ion in digi al a el assis an s
alida ed wi h a s uc u ed li e a u e e iew (see Sec . 3.2). Fi s , he e is a lack
ac ionable and heo e ically mo i a ed guidance on how o achie e inspi a ion wi h
DTAs. Such guidance would be aluable as i would allow use s o (co-)shape hei
pe sonalized a el plan in a collabo a i e expe ience, ensu ing hey eel bo h au on-
omous and suppo ed, and he e o e e icien . Second, we no e ha i emains open
how co-c ea ion and inspi a ion ela e o each o he , despi e some esea ch implying
such a ela ionship. Conside ing hese iden i ied esea ch gaps, we sugges ha a he-
o e ically mo i a ed in es iga ion o inspi a ional DTAs is p omising, as hey o e a
adically new op ion o add essing co-c ea ion challenges — posi ioning co-c ea ion
as a pa hway o u ili y, speci ically as a means o enabling inspi a ion (see Sec . 2.4).
Fu he , he e alua ion o he Heidi a e ac is aluable because i unco e s he
sys ema ic design p inciples ha can be sha ed o inspi a ional DTAs in he abs ac ,
making his knowledge publicly accessible. Mo eo e , he e alua ion e eals se e al
design and knowledge gaps ha Heidi ills in compa ison o o he sys ems, po en-
ially se ing new di ec ions in he ield o inspi a ional DTAs (see Sec . 6). Thus, his
esea ch objec i e holds signi ican ele ance o bo h he academic esea ch com-
muni y and p ac ical applica ions in he ou ism indus y.
Gi en he eme ging na u e o inspi a ional DTAs, he Design Science Resea ch
(DSR) me hod was employed o his s udy. The co e objec i e o DSR is he igo -
ous c ea ion and e alua ion o a i ac s o gene a e new knowledge abou speci ic,
ele an p oblem classes and hei solu ions (He ne and Cha e jee 2010). Empi i-
cal e idence was gene a ed h oughou he i e a i e de elopmen and e alua ion he
ins ance solu ion (Beck e al. 2013; Me h e al. 2015; Pe e s e al. 2007), which was
hen abs ac ed in o p esc ip i e design p inciples, as ou lined in he schema p e-
sen ed by (G ego e al. 2020) (see Sec . 3.1). The design p inciples a e ou heo e i-
cal con ibu ions as hey p o ide no el eme ging design heo y (G ego 2006; Jones
and G ego 2007) on a el inspi a ion. The design p inciples a e g ounded in p io
scien i ic beha iou al heo y and amewo ks (G ego e al. 2020; om B ocke e al.
2020).
The pape is s uc u ed as ollows. Fi s , i explo es he ela ed li e a u e on Co-
C ea ion o T a el Ad iso y, hen Cus ome Inspi a ion in T a el, ollowed by he
eme ging end o inspi a ional DTAs. I hen de ines a clea heo e ical poin o
depa u e. A e ou lining he me hodology, he pape de ails how Heidi was designed.
Subsequen ly, he pape p esen s he empi ical e idence ga he ed h ough he e alu-
a ion o he a i ac . Finally, he design p inciples a e abs ac ed om his empi ical
da a and hei heo e ical and p ac ical con ibu ion is highligh ed.
2 Rela ed wo k
The ollowing sec ion ou lines he ela ed wo k ha o ms he ounda ion o he con-
ibu ion o his pape . We begin by explo ing he li e a u e o Co-C ea ion o T a el
Ad iso y. We include his as we p opose alue co-c ea ion as a pa hway o u ili y,
speci ically as a means o enabling a el inspi a ion. The ea e , we highligh he
li e a u e o Cus ome s Inspi a ion in T a el, including i s ele ance o he ou ism
indus y. This discou se is ele an gi en he o e a ching design objec i e o hese
1 3
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J. F iedli e al.
eme ging digi al assis an s — namely a el inspi a ion and i s ealisa ion. Finally,
we p o ide an o e iew o he eme ging end o inspi a ional DTAs and de ine ou
heo e ical poin o depa u e.
2.1 Co-c ea ion o a el ad iso y
The ad iso y ole in a el expe iences, once he domain o b ick-and-mo a a el
agencies, has inc easingly been aken o e by online p o ide s (Dil s and P ough
2003). Buhalis and Lica a (2002) highligh he disin e media ion ha has ansi ioned
adi ional o line a el agencies in o he online ealm, leading o he eme gence o
new in e media ies, including he supplie o ganiza ions (e.g., ai lines, ho els, e c.) o
new en an s (e.g. s a ups). Howe e , No ak and Schwabe (2009) con end ha he
co e compe ence o hese adi ional a el agencies emains in hei abili y o o e
expe , pe sonalized counselling.
This se ice o pe sonalized a el counselling can be unde s ood wi hin Se ice-
Dominan Logic (SDL) and con empo a y se ice design heo y. SDL posi s ha
se ice alue is co-c ea ed by mul iple ac o s h ough he in eg a ion o esou ces and
ecip ocal se ice exchanges, a he han being unila e ally deli e ed by a p o ide
(Va go and Lusch 2004, 2008). Likewise, se ice design heo ies ad oca e c ea ing
socio- echnical se ice sys ems and use -cen ic a i ac s ha acili a e esou ce in e-
g a ion and co-p oduc ion o alue; his app oach aligns wi h SDL by ea ing se ice
p o ision as a co-c ea ion p ocess ins ead o a one-way alue ans e (Koskela-Huo-
a i e al. 2016; Pa ício e al. 2018).
This ise o he co-c ea ion p ocess o pe sonalized a el o e s in he ou ism
indus y can be a ibu ed o h ee key ac o s, acco ding o Neuho e e al. (2012).
Fi s ly, ou ism i ms ha e come o ecognize he alue o co-c ea ion o bo h he
business and he consume . Secondly, cus ome s inc easingly seek empowe men and
con ol o e hei holiday expe iences. Finally, echnological ad ancemen s enable
ou ism companies o acili a e g ea e consume in ol emen . Fo he la e , digi al
echnologies ha e empowe ed end-use s o become ac i e co-c ea o s o a he han
passi e consume s (Von Hippel and Ka z 2002; Bowman and Willis 2003; Reichwald
e al. 2009), a shi o co-c ea ion ha can be pa icula ly well obse ed in he a el
ad iso y (Solakis e al. 2024).
No ak and Schwabe (2009) a gue he ise o co-c ea ion is pa icula ly signi ican
in a el ad iso y due o he challenges in inding us wo hy in o ma ion, he neces-
si y o a pe sonalized app oach, and he cus ome expe ience ha is ‘emo ionally
colou ed’. Schmid -Rauch and Schwabe (2014) u he explo e his concep by dem-
ons a ing how he “helping hand” o a el agen s can be enhanced h ough p ac ical
alue co-c ea ion. They asse ha a el planning encoun e s exempli y alue co-
c ea ion se ices, as hey equi e collabo a i e p oblem-sol ing and solu ion- inding
be ween he a el agen and he cus ome .
In gene al, such co-c ea ion o a el planning is a ec ed by se e al ac o s,
including cus ome s’ pe cep ions, a i udes, us , social in luence, and hedonic mo i-
a ions (Solakis e al. 2024). In he speci ic discou se on IT-enabled a el ad iso y,
i has been sugges ed ha in o ma ion sys ems should ex end beyond hei u ili a -
ian unc ions o inco po a e hedonic aspec s, which enhance use enjoymen du ing
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How Heidi helps: designing o inspi a ion in digi al a el assis an s
he p ocess (Hassenzahl e al. 2002; Van De Heijden 2004). Acco ding o Schmid -
Rauch and Schwabe (2014) he e a e se e al abs ac challenges ha may impede he
co-c ea ion e o s wi hin he domain o IT-enabled a el ad iso y:
1. Insu icien solu ion-p oblem-space o e lap. The p oblem space in he clien ’s
mind and he solu ion space in he ad iso ’s mind may no always coincide. Fo
example, a a elle gene ally knows he own a el needs, while a a el agen is
he expe on a ailable ips. To ind a solu ion, bo h pa ies mus wo k oge he o
align he p oblem space o he cus ome wi h he solu ion space o he a el agen
(Schmid -Rauch and Schwabe 2014). The ein, limi ing he dialogue (e.g., o jus
e bal communica ion wi h a human agen ) can hinde aceabili y o in o ma ion
(Nussbaume and Ma e 2011) and hus impede he co-c ea ion p ocess.
2. Bu den o choice. The solu ion space gene ally ea u es a high numbe o
choices. Fo example, a a elle migh be o e whelmed by po en ial a el possibili-
ies in Sou h Ame ica alone. Due o he agmen ed na u e o in e ne in o ma ion,
e en expe ienced a elle s ace signi ican challenges in e icien ly inding depend-
able de ails, con igu ing highly pe sonalized a el i ine a ies, and e i ying he
us wo hiness o sou ces (No ak and Schwabe 2009). Fu he , he ex ensi e a ay
o op ions and he esul ing combina ions o ip planning may be e y complex
(Schmid -Rauch and Schwabe 2014). This may lead o bu den-o choice (Schwa z
2005) and hus impede he co-c ea ion p ocess.
3. S ickiness o in o ma ion needs. The de ini ion o he p oblem space migh o en
no be clea in he mind o he clien . Fo example, a a elle migh know ha she
wan s a aca ion bu is unce ain abou wha exac ly she wan s, much less how o
s a e i clea ly and succinc ly. This may include hidden needs, which a e equi e-
men s no ye di ec ly ecognized (Go in e al. 2010). Resea ch has ye o indica e
whe he hese ‘hidden needs’ may su ace du ing he inspi a ional p ocess. Addi ion-
ally, ou is s o en s uggle o a icula e hei demands clea ly, ypically con eying
ague needs s emming om gene al emo ions and desi es (P es ipino e al. 2006;
No ak and Schwabe 2009). The p esence o s icky in o ma ion impedes he co-c e-
a ion p ocess, while he p esence o ‘hidden needs’ adds ano he le el o complexi y.
Cu en esea ch ex ensi ely explo es he abs ac challenges o co-c ea ing a el
planning, bu i p ima ily ocuses on scena ios in ol ing humans, pa icula ly a el
agen s. I emains unclea how hese abs ac challenges may be add essed when
in elligen digi al agen s acili a e inspi a ion di ec ly h ough au onomous and e i-
cien co-c ea ion (see Sec . 2.4).
The co-c ea ion o a el expe ience is ele an o ou ism, wi h s udies showing
ha he pe sonal in ol emen o a a elle can signi ican ly en ich he alue o he
expe ience (P ebensen e al. 2013). This is in line wi h Penca elli (2020), who holds
ha digi al echnologies can en ich he a elle ’s expe ience in he whole a el cycle
including inspi a ion and planning. This echnology-media ed co-c ea ion p ocess
aims o p o ide cus ome s wi h an in e ac i e expe ience, whe e alue is gene a ed
h ough hei engagemen (P ahalad and Ramaswamy 2004; Va go and Lusch 2004;
Wozniak e al. 2018). Recen li e a u e demons a es ha hese co-c ea ed digi al
ou ism expe iences can enhance ou comes like isi o sa is ac ion, memo abili y,
and loyal y, as mul iple ac o s ( ou is s, se ice p o ide s, and e en o he cus ome s)
join ly con ibu e o he expe ience design (Campos e al. 2016; Dang and Nguyen
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J. F iedli e al.
2023). Recen esea ch by Lin e al. (2024) examined an eceden s o ou is s’ alue
co-c ea ion wi h obo s ac oss he hospi ali y and ou ism sec o du ing he se ice
encoun e (e.g. digi al o de ing in a es au an ). Key ac o s iden i ied include obo s’
an h opomo phism and pe cei ed p ac ical u ili y, bo h shown o in luence co-c e-
a ion by enhancing se ice expe iences. Howe e , his li e a u e does no add ess he
a el planning and also o e looks he ole o inspi a ion in he co-c ea ion p ocess
— an aspec ou esea ch aims o in es iga e.
2.2 Cus ome inspi a ion in a el
Cus ome inspi a ion has been ex ensi ely concep ualized, pa icula ly in he ield
o psychology and (digi al) e ailing. As o he psychology, Gollwi ze (1990) o igi-
nally de ined inspi a ion as a empo a y s a e ha b idges he gap be ween he delib-
e a ion phase and he implemen a ion phase o a goal pu sui , e ec i ely linking goal
se ing wi h goal s i ing. Th ash and Ellio (2003) expanded upon his by cha ac e -
izing inspi a ion as a o m o in insic mo i a ion, which is unique in ha i is e oked
by an ex e nal sou ce (i.e., s imulus) and connec ed o he ealiza ion o new ideas.
They in oduced he ‘ ipa i e concep ualiza ion’ o inspi a ion, which consis s o
h ee co e componen s: e oca ion, anscendence, and mo i a ion.
E oca ion, he i s componen , e e s o he idea ha inspi a ion is igge ed by a
s imulus objec , which sus ains he inspi a ional expe ience. This s imulus objec - o
se o objec s - is o en ex e nal, ac ing as a ca alys ha cap u es a en ion.
T anscendence, he second componen , ela es o he indi idual’s i id and con-
c e e awa eness o new possibili ies, sugges ing a cogni i e shi ha opens p e i-
ously un ecognized oppo uni ies. This shi is cha ac e ized by heigh ened cla i y
and ecep i i y o no el ideas, which can lead o new insigh s.
Mo i a ion, he hi d componen , e lec s he d i e o ac ualize o exp ess his
newly en isioned po en ial. This mo i a ional d i e is o en accompanied by a sense
o u gency and en husiasm, compelling indi iduals o ake ac ion on hei inspi ed
ideas.
Building on hei ea lie wo k, Th ash and Ellio (2004) p oposed a domain-
gene al concep ualiza ion o inspi a ion. They e amed hei ipa i e model in o
wo o e a ching p ocesses: a ela i ely passi e p ocess, e med ‘inspi ed by’, which
encompasses e oca ion and anscendence, and a ela i ely ac i e p ocess, e med
‘inspi ed o’, which co esponds o mo i a ion. This dis inc ion emphasizes he dual
na u e o inspi a ion, whe e he ini ial, passi e ecep ion o ideas o awa eness is
ollowed by an ac i e pu sui o hese newly ealized goals. The e is widesp ead
consensus ha his psychological concep ualiza ion o inspi a ion, a i s co e, can be
obse ed ac oss di e se mani es a ions.
The discou se o cus ome inspi a ion wi hin he digi al e ailing domain empha-
sizes he speci ic ansi ion be ween he wo s a es o ‘inspi ed by’ and ‘inspi ed o,’ as
i is cen al o he pu chasing decision. Bö ge e al. (2017) in oduce he concep o
cus ome inspi a ion in he e ailing domain as “a cus ome ’s empo a y mo i a ional
s a e ha acili a es he ansi ion om he ecep ion o a ma ke ing-induced idea o
he in insic pu sui o a consump ion- ela ed goal” (p. 1). The ein, hey main ain ha
cus ome inspi a ion is undamen ally abou he ansi ion om he s a e o ‘being
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How Heidi helps: designing o inspi a ion in digi al a el assis an s
inspi ed by’ an ex e nal ac o o he s a e o ‘being inspi ed o’ ac ualize a new idea.
This pe spec i e aligns wi h he b oade discou se p esen ed by Th ash e al. (2010)
and Oleynick e al. (2014), who a gue ha unde ideal condi ions (i.e., an ac ionable
idea and capaci y o mo i a ion), he p ocess o being ‘inspi ed by’ na u ally leads o
he p ocess o ‘inspi ed o.’ Bö ge e al. (2017) emphasize ha all h ee componen s
o he ipa i e model — e oca ion, anscendence, and mo i a ion — a e neces-
sa y o a ‘ ull episode o inspi a ion.’ Speci ically, his could in ol e s a ing wi h
e oca ion (e.g., in oducing he idea o a el), p og essing o anscendence (e.g.,
shi ing cus ome awa eness owa d a ious a el possibili ies), and ul ima ely lead-
ing o mo i a ion (e.g., he in en ion o ealize a a el i ine a y by booking a icke ).
As such, cus ome inspi a ion is eme ging as a c i ical cons uc in digi al e ailing
o unde s anding cus ome beha iou in gene al (F asque e al. 2024) and ou is ic
beha iou in pa icula (Dai e al. 2022; Khoi e al. 2020; Kwon and Boge 2021).
The ele ance o a el inspi a ion o he ou ism indus y lies in i s demons a ed
in luence on ou is decision-making. Dai e al. (2022) a gue ha inspi a ion can ac
as a cogni i e sho cu , p opelling p ospec i e ou is s om he ini ial inspi a ional
phase di ec ly o decision and booking. Le e aging he amewo k o cus ome inspi-
a ion (Th ash and Ellio 2004), hey desc ibe his p ocess as a shi whe e new a el
ideas gene a e mo i a ional d i e. Dai e al. (2022) u he no e ha ou ism ep e-
sen s a unique o m o consump ion, whe e he p ima y o e ing is he expe ience
i sel . Unlike consump ion d i en by a ional p oblem-sol ing o u ili a ian pu poses,
such expe ien ial consump ion ocuses on he pu sui o “ an asies, eelings, and un”
(Holb ook and Hi schman 1982, p. 135). Building on he inspi a ion amewo k om
Th ash and Ellio (2004), Fang e al. (2023) show how digi al a el con en —such
as sho - o m ideos on pla o ms like TikTok—can acili a e inspi a ion and in lu-
ence des ina ion choice. Simila ly, G e zel (2021) ne nog aphic analysis o Pin e es
illus a es how isual social media pla o ms acili a e he inspi a ional phase, o en
accele a ing he ansi ion om in e es o ac ion o ou is s. O e all, a el inspi a-
ion no only p omp s immedia e booking beha iou bu also os e s he eme gence o
new u u e a el ideas (Dai e al. 2022; Fang e al. 2023; G e zel 2021), highligh ing
i s ele ance in he ou ism domain.
2.3 Inspi a ional digi al a el assis an s (DTAs)
Digi al assis an s ha go beyond se ing as agen s and ins ead au onomously in e -
ac wi h use s a e inc easingly eme ging ac oss a ious indus ies, such as inance,
heal hca e, and a el. They a e being de eloped wi h di e se design objec i es,
ailo ed o he unique equi emen s and challenges o each sec o . The esea ch on
such digi al assis an s is ex ensi e. While in oducing he concep o machines-as-
eamma es, Seebe e al. (2020) hold ha ad ancemen s in a i icial in elligence will
e ol e collabo a ion echnologies om me e ools o ue eamma es. Meanwhile,
some esea che s p opose a pa ne ship model wi h sma machines (Newman and
Blancha d 2019; Seebe e al. 2020), whe eas Schmid and Loidol (2023) p opose a
axonomy o such in e ac ions based on wo ac o s: (1) whe he he machine sha es
he goal wi h he human, and (2) whe he he machine’s asks a e ully an icipa ed
by he human. His esea ch has been in igo a ed by signi ican de elopmen s in
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gene a i e a i icial in elligence and he ad en o a ious LLMs, pa icula ly as o
2022, which has eached he ou ism indus y (Mich and Ga igliano 2023). Recen
li e a u e inc easingly emphasizes he collabo a i e aspec o in e ac ing wi h digi al
agen s, ocusing on ‘ac ing oge he ’ (Schmid and Loidol 2023).
We obse e ha he i s digi al assis an s a e eme ging wi h he design objec i e
o acili a ing inspi a ion, p edominan ly in he a el indus y. These inspi a ional
DTAs d aw on he capabili ies o LLMs o each cus ome s in he ea ly s ages o he
digi al e ail use jou ney, speci ically du ing he inspi a ional phase. Fo ins ance,
Expedia has in oduced Romie, T ip.com has launched T ipGenie, and s a ups such
as O o and Maya a e en e ing he ma ke . They all appea o sha e he design objec-
i e o acili a ing inspi a ion.
2.4 Abs ac esea ch p oblem
To cla i y he heo e ical poin o depa u e o he pape , his sec ion ou lines he
lack o ac ionable and heo e ically mo i a ed guidance on how o achie e inspi a-
ion wi h DTAs, and he a ionale o his esea ch. Then, i no es ha i emains open
how co-c ea ion and inspi a ion ela e o each o he , despi e some esea ch implying
such ela ionship. Finally, i p oposes ha explo ing inspi a ional DTAs is p omising,
because i p esen s a adical new app oach o add essing co-c ea ion challenges —
speci ically as a means o enabling inspi a ion.
Despi e he g owing in e es in expe imen ing wi h inspi a ional DTAs, i emains
unclea how DTAs can be sys ema ically designed o a ain inspi a ion. Based on a
s uc u ed li e a u e e iew (see Sec . 3.2), we ind a lack o ac ionable and heo e i-
cally mo i a ed guidance on how o a ain inspi a ion h ough DTAs. Tha said, he
e iew iden i ied se e al wo ks ha a e ele an . Fi s , Mu ugan e al. (2024) explo e
a cha bo -based a el planne ha sugges s i ine a ies using machine lea ning, hough
i does no employ LLMs. Fu he , he wo k adop s a pu ely unc ional pe spec i e
and lacks a heo e ical g ounding al oge he . Second, Dai e al. (2022) si ua e a el
inspi a ion in he cus ome jou ney, hus embedded inspi a ion in he ou ism ield.
Ye , his s udy lacks a echnological pe spec i e, an a i ac and a design-o ien ed
me hodology. Thi d, T ieu e al. (2024) explo e a compu e ision-based sys em ha
sugges s domes ic des ina ions wi h o e seas-like appeal. While ollowing design
science esea ch, hei wo k is no in o med by he amewo k o inspi a ion and does
no explici ly aim o acili a e inspi a ion.
The a ionale o his esea ch on inspi a ional DTAs, om a heo e ical s and-
poin , a ises om he g owing momen um wi hin he a el indus y o de elop
p op ie a y e sions o inspi a ional DTAs. Conside ing his end, i is essen ial o
unde s and wha implica ions he deploymen o such agen s may ha e, and how
o p o ide app op ia e guidance o hei u u e design and implemen a ion so ha
posi i e e ec s can be achie ed sys ema ically and in a use - iendly manne , he eby
maximizing hei u ili y. While me hodologies and amewo ks om o he digi al
agen domains — such as heal hca e o inance — do exis , hey a e no eadily ans-
e able o he a el con ex . This is because he in ended ou come— a el inspi a ion
and i s ealisa ion — in ol es dis inc psychological mechanisms and a el-speci ic
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How Heidi helps: designing o inspi a ion in digi al a el assis an s
Second, Lu hansa G oup may jeopa dize i s posi ion in he p emium ma ke
i i ails o e ec i ely inspi e cus ome s on a la ge scale o build hei pe sonal-
ized a el expe iences. Cen al o digi al e ailing wi hin he a el indus y is he
abili y o clea ly communica e he alue p oposi ion o p ospec i e cus ome s.
This communica ion is a c ucial p e equisi e o con e sion. Mos ai lines wi hin
he Lu hansa G oup ope a e in he p emium segmen , o e ing ‘ a el expe iences’
ha ex end beyond me e ‘ ligh anspo a ion.’ Communica ing he alue o such
expe iences becomes challenging when hey a e p esen ed me ely as a ca alogue o
gene ic op ions, which is cu en ly he case. While human a el agen s can c ea e
ailo ed and pe sonalized alue p oposi ions, his app oach is no scalable o he
Lu hansa G oup, which manages o e 120 million passenge s annually. E ec i e
communica ion o he alue p oposi ion is c ucial, as ailing o con ey his ‘p emium
p omise’ could nega i ely impac cus ome s’ willingness o pay. Con e sely, inspi -
ing cus ome s o build hei pe sonalized a el expe iences no only mi iga es his
isk bu also os e s a close emo ional connec ion wi h he ai lines. Fu he mo e,
i e ec i ely democ a izes pe sonalized a el inspi a ion in line wi h an eme ging
cus ome need. As such, Lu hansa G oup in ends o design an inspi a ional DTA
wi h an e icien mechanism o build pe sonalised a el expe ience wi h cus ome s
a scale (see Table 2).
4.2 Design objec i e
As de i ed om he p oblem iden i ica ion, he Lu hansa G oup needs o (1) es ab-
lish a p esence du ing he inspi a ion s age by c ea ing i s own dedica ed inspi a ional
DTA and (2) de elop an e icien mechanism o deli e pe sonalized a el expe i-
ences o cus ome s a scale. This dual need ansla es in o an o e a ching design
objec i e o Heidi, se ing as an inspi a ional DTA o he Lu hansa G oup. The
design objec i e is o:
acili a e a el inspi a ion h ough he au onomous and e icien co-c ea ion
a -scale.
The o e a ching design objec i e was subjec o speci ic design equi emen s ha
mus be me . These equi emen s se ed as he de elopmen al amewo k, whe ein
he a e ac could be ins an ia ed (see Table 3).
Fi s , he a e ac equi es a b and-complian use in e ace. As he a e ac is
e ec i ely an ex ension o he o ganisa ion’s digi al p esence, i is essen ial ha i
adhe es o all isual b anding guidelines, including he co ec use o logos, colou s,
and o he iden i y elemen s. Fu he mo e, he design mus p io i ize ease-o -use and
Table 2 P oblem iden i ica ion 2
“The co e is inspi ing people o use and unde s and wha we ha e o o e by p o iding insigh s on he
a ious des ina ions we a e lying o. Ul ima ely, he ai line can ge mo e e enue by ha ing inspi ed
people booking ou des ina ions.”–De elope 1
“Ou websi e p esen s des ina ions andomly and gene ic. Meanwhile, use s ying o make sense o
wha would be bes o hem in e ms o des ina ions. So, he need o inspi a ion comes om missing
pe sonalised in o ma ion.”–De elope 1
“The online a el agencies and s a ups o e some hing e y simila . We can only su i e his compe-
i ion i we play on ou ad an ages in da a. The ai line da a and cus ome da a.”–P oduc Owne 2
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accessibili y, ensu ing ha a b oad audience can in e ac wi h i e o lessly. The ini-
ial de elopmen should ocus on inco po a ing udimen a y gene a i e AI unc ion-
ali y (i.e. des ina ion selec ion and i ine a y c ea ion ia p omp ing) wi h a s uc u e
ha allows o u u e expansion h ough addi ional ‘modules. Second, he a e ac
adhe es o communica ion s anda ds in acco dance wi h co po a e guidelines. As i
ac s as a ep esen a i e o he o ganisa ion in bo h di ec ions o in e ac ion (i.e. inpu
and ou pu ). On he inpu side, he a e ac should no engage wi h inapp op ia e o
illici que ies (e.g. block eques s ela ed o alcohol abuse). In e ms o ou pu , he
a e ac mus main ain a p o essional and polished one, always sugges ing con en
ha aligns wi h he ‘p emium p omise’ o he o ganisa ion’s o e ing and esul ing
cus ome base (e.g. gene a e i ine a y wi h upscale ac i i ies).
4.3 I e a i e de elopmen
As pa o he design app oach (see Sec . 3.3), he PoC was deli e ed in wo i e a-
ions. The i s i e a ion p o ided he ini ial ins an ia ion, adhe ing o he es ablished
design objec i es and he de elopmen al amewo k (see Sec . 4.2). The second i e a-
ion began wi h a se ies o cus ome in e iews aimed a ga he ing ini ial eedback o
assess whe he he a i ac me i s in ended objec i es. While se e al smalle design
elemen s we e adjus ed, a majo ea u e change eme ged om use es ing. Ini ially,
he i s i e a ion o Heidi suppo ed only “inpu -ou pu ,” whe e use s could p omp
he sys em and ecei e i ine a ies in esponse. Use eedback indica ed a need o
“p omp guidance,” pa icula ly o cus ome s less amilia wi h in e ac i e solu ions
using gene a i e AI. To add ess his, wo key modi ica ions we e implemen ed: i s ,
he p omp ield was p e-popula ed wi h a sample que y o help use s unde s and
he s uc u e o hei inpu as hey yped a new que y; second, he ini ial sc een was
enhanced wi h h ee p e-p epa ed que ies, allowing use s o easily engage by clicking
“ y i ” (e.g., planning a su ip in Sou h Ame ica). In addi ion o hese changes, a
u he e inemen was sugges ed by s a egic pa ne Google. This in ol ed expand-
ing he i ine a y ea u e wi h a ‘module’ showcasing majo upcoming e en s a he
des ina ion (e.g., ilm es i als, Fo mula 1 aces). See Fig. 4. This enhancemen was
aimed a p o iding use s wi h mo e dynamic and engaging con en , enhancing he
o e all alue o he i ine a y.
Table 3 Design objec i e
“When gene a i e AI eme ged, i was like gi ing us he scalable oppo uni y o pu he use in he
d i e sea and help him o he c ea e he a el expe ience wi h us.”–P oduc Owne 1
“The ac ual design was qui e open. We s a ed wi h he echnology bu wan ed o make i easily acces-
sible and o sol e a speci ic p oblem. In ou case: inspi a ion.”–De elope 1
“As a p emium ai line, ins ead o p omo ing hings like McDonald’s on ou i ine a y, we should sug-
ges ele a ed bu ge es au an s.”–De elope 1
“Fo he i s s ep, i should be simple. Jus an ‘inpu and ou pu ’, build in a modula way o be
ex ended (…) Based on ou co po a e guidelines, he e a e clea Do’s and Don’ s in e ms o wha we
wan o see as inpu and as ou pu .”–P oduc Owne 1
“I people a e p omp ing: I wan o ge comple ely d unk in one o he sunny des ina ions. The sys em
is no supposed o eac .”–De elope 1
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How Heidi helps: designing o inspi a ion in digi al a el assis an s
4.4 Ins an ia ed a e ac
The a e ac , called Heidi, was de eloped and ins an ia ed in line wi h he design
objec i e. I has been made a ailable online, clea ly ma ked as a pilo ini ia i e, and
is accessible o public use. A he ime o w i ing, he a e ac is eely a ailable a
h ps://heidi.swiss.com/. Please e e o he below o an o e iew (see Figs. 1–4).
Fig. 2 Cu a ed Selec ion (Ou pu 1)
Fig. 1 Inpu Field (including P omp Guidance)
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J. F iedli e al.
Fig. 4 Sugges ed E en s (Ou pu 3)
Fig. 3 Sample I ine a y (Ou pu 2)
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How Heidi helps: designing o inspi a ion in digi al a el assis an s
5 E alua ion and esul s
5.1 E alua ion o ini ial p oo o concep
As pe he o e a ching design objec i e o Heidi, he eam se ou o acili a e inspi-
a ion h ough au onomous and e icien co-c ea ion a -scale. F om a business pe -
spec i e, he semi-s uc u ed in e iews wi h membe s o he Heidi eam e ealed a
consensus ha he design objec i e o acili a ing inspi a ion has been achie ed (see
Table 4).
F om a cus ome pe spec i e, he empi ical e idence alida es ha Heidi has
acili a ing inspi a ion h ough co-c ea ion, some imes e en being e e ed o as a
‘spa ing pa ne ’.
The semi-s uc u ed in e iews u he indica e ha use s ound he a e ac use ul
o co-shaping hei pe sonalized a el plans in a collabo a i e expe ience. They also
no ed ha hey el bo h au onomous and suppo ed in being ‘ hei own a el agen s’.
In his ega d, he empi ical e idence sugges s ha co-c ea ion wi h Heid — which
acili a ed he inspi a ion — was bo h au onomous and e icien (see Table 5).
In addi ion o he gene al assessmen o use s ega ding he a e ac , h ee hemes
we e highligh ed how Heidi — as an a e ac o inspi a ional DTA — helped o acili-
a e a el inspi a ion h ough au onomous and e icien co-c ea ion (see Table 6).
Fi s , use s exp essed suppo o how Heidi helps by placing he i ine a y a he co e
o he planning p ocess. Speci ically, hey no e ha i immedia ely o ganizes and
s uc u e hei ime in a new loca ion which hen helps in p o iding s imula ing con-
en ha is up- o-da e om he in e ne . Second, use s highligh ed how Heidi helps
in de ining he solu ion space. They emphasized Heidi’s ole in il e ing he o e -
whelming amoun o in o ma ion which hen helps in p o iding “simpli ied poin s o
explo a ion” ha allow b oadening he scope o possibili ies. Thi d, use s app ecia ed
how Heidi helps in de ining he p oblem space. They no ed ha Heidi cla i ied and
a icula ed hei ague needs which hen helps in su acing la en oppo uni ies ha
“I ’s a g ea op ion o simply a oid he con usion o na iga ing
h ough all he di e en websi es.”–Cus ome 4
“I I al eady ha e a des ina ion in mind, I would use i as inspi a-
ion o speci ic ac i i ies in my a el i ine a y o s uc u e my
ime. Tha is aluable.”–Cus ome 11
Table 5 Use pe spec i e on
ini ial p oo o concep
“I eally like ou i s PoC. I pa icula ly like he ini ial o e iew.
You ha e he possibili y o p omp and you wi h he h ee p e-
loaded sugges ions. (…) Wha I didn’ like is he il e ing on he
le side. I is a bi coun e p oduc i e as we wan o do his all ia
p omp ing.”–P oduc Owne 1
“I’m happy wi h he p oo o concep because i showcases eally
nicely wha gene a i e AI can do and how his could be used in
ou sec o .”– De elope 1
“I eally like he in e ace o e all. I ’s e y clea , e y s uc u al.
The p omp ield is clea and has explana ion. The esul ing i ine -
a y ha is displayed is e y well-designed.”–P oduc Owne 1
Table 4 Business pe spec i e on
ini ial p oo o concep
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had no been explici ly men ioned bu we e in e ed. I is impo an o no e ha hese
h ee hemes ha e been abs ac ed in o design p inciples (see Sec . 6.1, Tables 6 and
14 in Appendix).
5.2 Sugges ions o u u e i e a ions
F om a business pe spec i e, he e was ag eemen ha he Heidi a e ac has laid a
solid ounda ion o be expanded upon. Fo u u e i e a ions, he impe a i e was iden-
i ied o di e en ia e Heidi om o he eme ging inspi a ional DTAs in he indus y.
To be e achie e he o e a ching design objec i e, se e al new equi emen s aimed
a enhancing he a e ac we e p oposed (see Table 7). Fi s , he a e ac mus en ich
i s o e ing by in eg a ing mo e company da a. This in ol es connec ing o he mos
ele an APIs, such as hose p o iding a e age p ices pe des ina ion (i.e., bes p ice
API) and inco po a ing p o ile da a wi hin he in e ac ion (i.e., T a el ID) o iden i y
cus ome s and unde s and basic p e e ences (e.g., p e e ence o con inen al Eu ope).
Second, he a e ac mus be capable o unde s anding he cus ome ’s posi ion wi hin
he inspi a ion s age. This equi es ga he ing inpu om he use o de e mine how
a along hey a e in hei planning p ocess (e.g., whe he hey a e explo ing gene al
Table 6 Use pe spec i e on ini ial p oo o concep (con inued)
How Heidi
helps wi h
an i ine a y
“I would use he ool o inspi a ion, and I would also book h ough i . E en du ing he
pandemic, I was my own a el agen and made my own i ine a y. I can’ go back o he
old way.”–Cus ome 3
“The inspi a ion al eady comes om ei he he in e ne o magazines when you’ e
in e es ed in a el. The e’s so much ou he e. Tha ’s why I ind his ool eally s imula -
ing.”–Cus ome 4
“I’m someone who likes e e y hing o be isualized. I espond quickly o wha I see, and
I use ha o decide whe he some hing migh be ele an o me o no .”–Cus ome 10
“I ind ha e y use ul. The i ine a y o Vie nam, in my case, looks exci ing. Now ha I
see i , I eel like I’d add a ew mo e days a he beach.”–Cus ome 4
How Heidi
helps wi h
de ining so-
lu ion space
“When you go o Google, you ge a million di e en pieces o in o ma ion o op ions,
and in he end, you don’ know wha o do.”–Cus ome 5
“I hink I would use i o ge inspi a ion o new des ina ions, e y ea ly in he p ocess
when I don’ know any hing. I wan o unde s and wha is ou he e. I ’s like a game o
me.”–Cus ome 7
“In e es ing o see all he o he hings I can do jus because I en e ed ‘beach aca-
ion’.”–Cus ome 1
“Wi h so much in o ma ion ou he e, his eally helps me o ganize i be e . Mo e and
mo e people a e u ning o his kind o inspi a ion again.”–Cus ome 3
How Heidi
helps wi h
de ining
p oblem
space
“I ecommend he ool, especially when my iends a e s ill undecided whe he hey
wan o go o he Ei el Towe o he Lou e. They need such sugges ions o help hem
decide and a spa ing pa ne .”–Cus ome 4
“I am B azilian and always hough I knew Sou h Ame ica well, bu Ecuado was ne e
on my ada . A ool like his p o ides insigh s I would ha e ne e conside ed.”– Cus-
ome 11
“Yes, so a i ’s supe in ui i e– and ac ually p e y cool ha all he ideas a e al eady
buil in. Now I jus need o book he ligh .”–Cus ome 4
“I jus en e ed wha you should do du ing h ee weeks in Aus alia, ocusing on he
highligh s. Mainly o disco e he mus -sees I didn’ e en know abou . I c ea ed a g ea
i ine a y.”–Cus ome 9
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How Heidi helps: designing o inspi a ion in digi al a el assis an s
op ions o sea ching o ac i i ies in a speci ic loca ion). Thi d, he a e ac mus
e en ually acili a e s a egic des ina ion s ee ing. This in ol es linking he sys em o
he i m’s capaci y managemen ools o p omo e des ina ions wi h high a ailabili y
(e.g., sea load ac o s), ideally in eal ime, allowing cus ome s o access po en ially
cheape icke s while op imizing he company’s capaci y managemen .
F om a cus ome pe spec i e, he semi-s uc u ed in e iews wi h use s e eal a
ange o ideas o imp o ing he a i ac in alignmen wi h he s a ed design objec i e
(see Table 8). The sugges ed inclusion o p ice de ails, as p oposed by he business
pe spec i e, was also epea edly con i med by he use s. Fu he , a no ion o in o-
ducing also places o s ay in he i ine a y was no ed (i.e. ho el accommoda ions).
F om bo h a business and cus ome pe spec i e, he e was consensus on he u u e
need o in e ac i e pe sonalisa ion (see Table 9). The ein, he a e ac mus adop a
hyb id app oach combining isual image y wi h cha -based in e ac ions in he way i
engages wi h he use s. This was oiced by he p oduc owne s as a key guideline o
Table 9 Join pe spec i e o u u e i e a ion
“The key is o combine cha -based in e ac ion wi h isual image y. This c ea es he play oom. We
canno lose his aspec o gami ica ion. Pu e cha s a e e e ywhe e, and people a e used o i .”–P oduc
Owne 1
“The ool didn’ ask wha kind o a elle I am. A e hese jus gene ic sugges ions o anyone going o
Vie nam o his ime ame? I wan o inpu my pe sonali y.”–Cus ome 6
“I we wan pe sonalisa ion, we need o lea n mo e abou he use . Fo example, we need o know wha
kind o a elle hey a e. This eally makes he connec ion o he pe son.”–P oduc Owne 2
“Impo an will be ha he sys em is in elligen enough o unde s and in which kind o inspi a ion o
decision phase he cus ome s is.”– P oduc Owne 1
“The con e sa ion eels one-sided; I wan o ine- une he a el plan wi h he machine.”–Cus ome 1
“I’m wonde ing now. I I say I wan o go o C oa ia and inpu six days, maybe I need mo e o ewe
days. The e’s no challenge o eedback coming back.”– Cus ome 7
“I’m jus hinking ou loud. Wha i we ocus i s on he cus ome and ga he hei p e e ences be o e
making sugges ions? Fo example, p e e ences o spo s o cul u e?”–Cus ome 8
“You could also add he a el da es, combine he p e e ences, and
include a p ice o e iew. Then I would de ini ely need some hing
like his.”–Cus ome 4
“I a el based on p ice, depending on he cheapes ligh . Wi h
such a ool, I only know he mos impo an hing a he end: he
p ice.”–Cus ome 5
“I would see his as some hing ha eally combines all he ele-
men s oge he : ac i i y, ho el, ligh , and anspo .”–Cus ome 2
Table 8 Use pe spec i e o
u u e i e a ion
”I is a POC and he e o e he e is a lo o po en ial o imp o e”–
De elope 1
“We ha e excellen da a om he in e ne , bu we like ou own
ai line da a. Wha a e ou p ices? Wha is he ligh schedule? We
s ill lack dep h.”–P oduc Owne 2
“I we wan pe sonalisa ion, we need o know wha kind o a el-
le hey a e. This eally makes he connec ion o he pe son.”–
P oduc Owne 1
Table 7 Business pe spec i e o
u u e i e a ion
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J. F iedli e al.
u u e i e a ions. Cu en ly, he PoC has ela i ely basic gene a i e AI unc ionali y
(i.e., des ina ion selec ion and i ine a y c ea ion ia p omp ing). Howe e , as ini ially
sugges ed by pa ne Google, he e is po en ial o mo e owa d a mo e in e ac i e
guidance app oach. This was con i med epea edly ia he use in e iews. Indeed,
he use s wish o be guided h ough he inspi a ional p ocess using a cha -based in e -
ace ha solici s inpu (i.e., in e ac ion), emembe s he inpu (i.e., memo y), and
s ee s he con e sa ion (i.e., guidance). This in e ac ion should ake place ac oss he
en i e inspi a ional episode, enhancing use engagemen and pe sonaliza ion.
The moun ing empi ical e idence om bo h he use and business pe spec i es
es i ied o he impo ance o in e ac i e pe sonalisa ion as ano he design p inciple
o he u u e i e a ion o he Heidi a e ac . Hence, i has been p oposed as a nascen
ou h design p inciple (see Sec . 6.1).
6 Discussion
6.1 Design p inciples o inspi a ional DTAs
As discussed in Sec . 4.2, he design objec i e o inspi a ional DTAs is o acili a e
a el inspi a ion h ough au onomous and e icien co-c ea ion a scale. His o ically,
indi iduals ha e had wo choices when engaging wi h a el inspi a ion: (1) na iga -
ing he p ocess en i ely on hei own, which is au onomous bu ine icien , o (2)
seeking assis ance h ough co-c ea ion wi h a human a el agen , which may be
e icien bu no au onomous. Wi h he ad en o inspi a ional DTAs, a adically new
op ion eme ged o a el inspi a ion and i s ealisa ion — as exempli ied by he
Heidi a e ac .
The li e a u e on Co-C ea ion o T a el Ad iso y (see Sec . 2.1) and he li e a u e
on Cus ome Inspi a ion in T a el (see Sec . 2.2) p o ide he heo e ical g ounding
o he abs ac ion o he p esc ip i e Design P inciples (DPs). He ein, we posi a
means–end ela ionship be ween co-c ea ion (means) and inspi a ion (end). In he
con ex o inspi a ional DTAs, we concep ualize co-c ea ion as a pa hway o u ili y—
speci ically, as a means o enabling inspi a ion. Mo e conc e ely, we sugges ha
inspi a ional DTAs can add ess he obs acles ha hinde co-c ea ion in he domain
o a el ad iso y, he eby acili a ing he achie emen o he h ee componen s o an
inspi a ional episode: e oca ion, anscendence, and mo i a ion.
We pu o wa d h ee means-end ela ionships: Fi s , i is use ul o p o ide Solu-
ion–P oblem Space O e lap as a means o achie ing E oca ion (DP1). Second, i
is use ul o educe he Bu den o Choice as a means o achie ing T anscendence
(DP2). Thi d, i is use ul o mi iga e he S ickiness o In o ma ion Needs as a means
o achie ing Mo i a ion (DP3). Suppo ed by empi ical e idence om he use pe -
spec i e o he ini ial POC (see Sec . 5.1), his led o h ee design p inciples: DP1,
DP2, and DP3.
This is in line wi h he me hodological guidance o G ego e al. (2020), who posi
ha cen al o design heo y a e he p esc ip i e design p inciples. These design p in-
ciples s i e o s a emen s like, “I you wan o achie e B, i is use ul o y A.” Thus,
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How Heidi helps: designing o inspi a ion in digi al a el assis an s
a he co e, design p o ides a goal (“B”) and he means o achie e i (“A”) (B iggs
and Schwabe 2011; Díaz And ade e al. 2023; Ko nwachs 2012).
The ou h design p inciple, nascen in na u e, was abs ac ed om con e g-
ing empi ical e idence on he u u e i e a ion o he Heidi a e ac (see Sec . 5.2,
Table 9). A he ime o w i ing, hese ou design p inciple guide he de elopmen o
Heidi. Fo addi ional de ails, please e e o Table 14 in Appendix. Fo a comp ehen-
si e o e iew o all design p inciples and hei ela ion o he heo e ical g ounding,
please e e o Illus a ion 1.
In he ollowing sec ion, we examine all ou design p inciple indi idually. No e
ha all design p inciples ha e been de ised in he schema o G ego e al. (2020),
wi hin he design heo izing amewo k o Lee e al. (2011).
6.2 DP1 - he p inciple o i ine a y-based solu ion space
In he domain o co-c ea ion o a el ad iso y, Schmid -Rauch and Schwabe (2014)
s a e ha he p oblem space in he clien ’s mind and he solu ion space in he ad i-
so ’s mind may no always o e lap, ye ul ima ely equi e alignmen . Fo example,
while he a elle be e unde s ands hei own needs, he agen has mo e expe ise
in he a ailable op ions. In he inspi a ional amewo k, E oca ion, he i s com-
ponen , e e s o he idea ha inspi a ion is igge ed by a s imulus objec , which
sus ains he inspi a ional expe ience (Th ash and Ellio 2003, 2004). In he li e a u e
o a el inspi a ion, his is he elemen ha s a s he ip-planning ‘d eaming’ (Dai
e al. 2022).
We p opose ha inspi a ional DTAs should be designed on hei abili y o “o e -
lap” he Solu ion and he P oblem space o he use . This means (1) c ea ing a con-
inuous s imulus objec o se o objec s and (2) main aining a digi al ep esen a ion
o his o e lapped space con inuously (see Table 10).
The o me can be achie ed h ough a isually pleasing i ine a y, which se es
as he sha ed digi al ep esen a ion o ensu e ha bo h he use and he sys em a e
1 3
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J. F iedli e al.
wo king om he same in o ma ion. This app oach u he ensu es he aceabili y
o in o ma ion, as he co-c ea ion p ocess is no longe dependen on e bal dialogue
wi h a human agen (Nussbaume and Ma e 2011). The la e na u ally occu s as a
byp oduc as he sugges ed i ine a y also se es as he sou ce o con inuous inspi a-
ion alongside i s bounda y objec . As such, i is use ul o p o ide Solu ion–P oblem
Space O e lap as a means o achie ing E oca ion. In p ac ice, he inspi a ional DTA
would p o ide he use wi h an i ine a y sugges ion o a 3-day ip o Ba celona.
This i ine a y would hen be adjus ed and e ined (e.g. ex ending s ay o adding a
beach day) un il i becomes he a el plan.
6.3 DP2 - he p inciple o simpli ied explo a ion
In he domain o co-c ea ion o a el ad iso y, he solu ion space ypically in ol es
nume ous choices, making i challenging o a elle s o e icien ly c ea e pe sonal-
ized i ine a ies. The o e whelming numbe o op ions can lead o a “bu den o choice”
(Schwa z 2005), which impedes he co-c ea ion p ocess (No ak and Schwabe 2009;
Schmid -Rauch and Schwabe 2014). In he inspi a ional amewo k, T anscendence,
he second componen , ela es o he indi idual’s i id and conc e e awa eness o
new possibili ies, sugges ing a cogni i e shi ha opens p e iously un ecognized
oppo uni ies (Th ash and Ellio 2003, 2004). In he li e a u e o a el inspi a ion,
his encou ages a el idea gene a ion (e.g. des ina ion o ac i i y) (Dai e al. 2022).
We p opose ha inspi a ional DTAs should be designed on hei abili y o educe
he Bu den o Choice. This means (1) educing he selec ion a e e y s ep o explo a-
ion o manageable simplici y (2) in using his simplici y wi h clickable ‘poin s o
explo a ion’ o apidly acqui e ex ended in o ma ion (see Table 11). The o me is
achie ed by p iming he sys em o only p esen a manageable numbe o op ions o
each que y, based on gene al p obabili ies (e.g., ac i i ies o loca ions). The la e
occu s na u ally as a byp oduc , as he ailo ed o e iew o cu a ed a el op ions will
inad e en ly include some ac i i ies o des ina ions ha a e new o he use , he eby
b oadening he scope o possibili ies. In line wi h cus ome expec a ions, his should
Table 10 Desc ip ion o he p inciple o inspi a ional DTAs acco ding o (G ego e al. 2020)
Ti le P inciple o i ine a y-based solu ion space
Aim, implemen e ,
and use
Fo designe (implemen e s) o achie e he E oca ion, i is use ul o “o e lap”
he Solu ion and he P oblem space o he use .
Con ex The use in he ini ial s ages o he a el planning p ocess.
Mechanism Gene ally: This means (1) c ea ing a con inuous s imulus objec o se o
objec s and
(2) main aining a digi al ep esen a ion o his o e lapped space con inuously.
Technology: Employ Re ie al-Augmen ed Gene a ion (RAG) o sugges he
mos likely i ine a y o a selec ed des ina ion in line wi h co po a e guidelines
and se ice o e ing
Ra ionale Rela ionship: P o iding Solu ion–P oblem Space O e lap is a means o achie -
ing E oca ion, which is he i s co e componen o an ‘episode o inspi a ion’
(Th ash and Ellio 2003).
Empi ical E idence: Use s see u ili y in how Heidi helps by placing he i ine -
a y a he co e o he planning p ocess. Speci ically, hey no e ha i immedi-
a ely o ganizes and s uc u e hei ime in a new loca ion which hen helps in
p o iding s imula ing con en ha is up- o-da e om he in e ne (see Sec . 5.1).
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How Heidi helps: designing o inspi a ion in digi al a el assis an s
Au ho con ibu ions J.F. w o e he main manusc ip ex . G.S. and M.D. con ibu ed wi h aluable guid-
ance h oughou he s udy and he manusc ip de elopmen . All au ho s e iewed he manusc ip .
Funding Open access unding p o ided by Uni e si y o Zu ich
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Decla a ions
Compe ing in e es s The i s au ho is a doc o al candida e a he Uni e si y o Zu ich in he In o ma ion
Managemen Resea ch G oup. Concu en ly, he holds a ull- ime posi ion a he Lu hansa G oup and is
in ol ed in he Heidi p ojec , which se es as he ocus o his s udy. The au ho s decla e hey ha e no
inancial in e es s in he publica ion o his manusc ip . The e was no unding ecei ed o his s udy.The
iews and opinions exp essed in his pape a e solely hose o he p ima y au ho and do no necessa ily
e lec he o icial policy o posi ion o he Lu hansa G oup. The p ima y au ho has w i en his wo k in
a pe sonal capaci y.
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Publishe ’s no e Sp inge Na u e emains neu al wi h ega d o ju isdic ional claims in published maps
and ins i u ional a ilia ions.
Au ho s and A ilia ions
JanF iedli1· Ma euszDola a1,2· Ge ha dSchwabe1
Jan F iedli
[email p o ec ed]
Ma eusz Dola a
[email p o ec ed]
Ge ha d Schwabe
[email p o ec ed]
1 Uni e si y o Zu ich, Zu ich, Swi ze land
2 Zeppelin Uni e si y, F ied ichsha en, Ge many
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