VOLUME XX, 2017 1
Da e o publica ion xxxx 00, 0000, da e o cu en e sion xxxx 00, 0000.
Digi al Objec Iden i ie 10.1109/ACCESS.2024.Doi Numbe
Au oma ion–Augmen a ion
En anglemen : Sel -Se ice Technology
as D i e o Change
Sophie Al ock1,2, Anne-Lau e Men ion1,3,4,5, and To Helge Aas2,6
1RMIT Uni e si y, School o Managemen , Melbou ne, 3000 VIC, Aus alia
2Uni e si y o Agde , School o Business and Law, 4630 K is iansand, No way
3Tampe e Uni e si y, 33100 Tampe e, Finland
4Singapo e Uni e si y o Social Sciences, 599494 Singapo e
5INESC TEC Po ugal, 4200-465 Po o, Po ugal
6K is iania Uni e si y College, 0107 Oslo, No way
Co esponding au ho : Sophie Al ock (e-mail: sophie.al ock@ mi .edu.au).
This p ojec has ecei ed unding om he Eu opean Union’s Ho izon 2020 esea ch and inno a ion p og amme unde he Ma ie Skłodowska-Cu ie g an
ag eemen No 956745. Resul s e lec he au ho ’s iew only. The Eu opean Commission is no esponsible o any use ha may be made o he in o ma ion
i con ains.
ABSTRACT Al hough he au oma ion o wo k is no new, ad ancemen s in a i icial in elligence, wo ke
sho ages, and he Co id-19 pandemic ha e accele a ed ecen deba es. Especially in se ice sec o s,
adi ional se ice deli e y is g adually me ging wi h machine componen s, equi ing o ganiza ions o e hink
models o se ice deli e y. Since he adop ion o sel -se ice echnology (SST) g ows, use s bene i om
imp o ed access and sel -managemen wi hou human ouchpoin , ye he impac o SST on wo ke s equi es
u he explo a ion. While echnology-enabled wo kplace ans o ma ion is well esea ched, uni ied
amewo ks and s a egies a e missing o unde s and he in e play o augmen a ion and au oma ion as SST
becomes a ubiqui ous componen o se ice. Th ough an in eg a i e e iew we explo e mos ci ed and mos
ecen li e a u e on au oma ion, augmen a ion, and SST. In o al, we e iew 41 a icles. This e iew p o ides
a s a us quo on he opics au oma ion, augmen a ion, and SST. P o iding a combined lens, i e eme ging
hemes a e disco e ed o u u e esea ch: Social (A)symme ies, Compe ing In elligences, Redis ibu ed
Responsibili ies and New Skills, Me ging Spaces and New Ecosys ems, Go e nance and E hics. This a icle
p o ides an in e disciplina y e iew o se ice au oma ion, ex ends p e ious schola ly wo k, and encou ages
new pa hways o hyb id se ice deli e y. Fu he mo e, embedded in he concep o a human-cen e ed
Indus y 5.0, we sugges au oma ion–augmen a ion en anglemen as holis ic amewo k e lec ing he
in e play o human and echnology in he wo kplace.
INDEX TERMS se ice au oma ion; indus y 5.0; augmen ed wo k; sel -se ice echnology; a i icial
in elligence; in eg a i e e iew
I. INTRODUCTION
Al hough au oma ion has been a ound o decades, he
concep and ou unde s anding o i is unde going a g adual
shi . While digi al echnologies eenginee a ious asks
whe eby mo ing ask esponsibili y om human wo ke o
machine, inc easingly mo e asks a e a ec ed [1]. Wi h
ecen de elopmen s in a i icial in elligence (AI) he
possibili ies o au oma e a e g owing, d i ing he deba e o
how au oma ed p ocesses will me ge wi h and alongside
human wo ke s [2]. Since he i s indus ial e olu ion, he
ole o echnology and wo ke s has been shi ing, g adually
e ol ing in o indus y 5.0. As sugges ed by he Eu opean
Union [3], p og essing om indus y 4.0, he new concep
aims o sus ainable, human-cen ic, and esilien indus ies
ha maximize s eng hs o bo h, echnology and human,
“by unde s anding whe e each excels” [4]. On he social
impac le el, indus y 5.0 o e s alues such as job
sa is ac ion, upskilling and eskilling, human agency, o
imp o ed cus ome expe ience [5]. By ex ension,
au oma ion oday does no simply exp ess he eplacemen
o human wo ke s bu a he he enhancemen o
augmen a ion o human skills. The e o e, schola s ha e
This a icle has been accep ed o publica ion in IEEE Access. This is he au ho 's e sion which has no been ully edi ed and
con en may change p io o inal publica ion. Ci a ion in o ma ion: DOI 10.1109/ACCESS.2025.3620137
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VOLUME XX, 2017 7
no ed ha au oma ion and augmen a ion exis a he same
ime and in he same space [6]. As no ed by Raisch &
K akowski [6, p. 204], “we ha e o acknowledge ha hese
human and machine agen s do no simply coexis in
sepa a e wo lds (wo king on sepa a e asks), bu a e
in e dependen (in e ac ing on he same o closely ela ed
asks)”.
Among he a ec ed sec o s, he p o essional se ices
sec o in pa icula ques ions he ole o human wo ke s
whe e human in e ac ion is o en undamen al, and
expe ise is acqui ed o e many yea s. Recen ly,
ad ancemen s in AI ha e “b ough p o essional se ices
in o he au oma ion a ena” [7, p. 124]. As such,
inc easingly sma echnologies can ake o e ce ain asks
o iginally unde aken by wo ke s o p o ide se ices
di ec ly o cus ome s wi hou he need o human
in e en ion. Fo ins ance, obo-ad iso s ha e opened up
online in es men se ices h ough web- and app-in e aces
wi hou he need o human inancial ad iso s, au oma ing
he p ocess o in es ing. Howe e , schola s ha e s a ed
no ing he need o hyb id models o se ice deli e y,
including human and obo-ad iso s along he p ocess o
accoun o echnological sho comings [8].
As he echnologies ad ance, indi iduals become
empowe ed and u n o online se ices wi hou human
ouch. Wi h sel -se ice echnologies (SSTs) such as he
obo-ad iso , sel -checkou s in supe ma ke s, and
symp om checke s o medical diagnoses, cus ome s ha e
become co-p oduce s o se ice deli e y, o en making
addi ional se ice in e ac ions om human o human
edundan [9]. Thus, while SST becomes a ailable and
cus ome s u n in o co-c ea o s, he e ec s on wo ke s and
he shi o such models ha e o be unde s ood—an a ea
ha has been ecei ing g owing a en ion [10], [11].
Al hough co-c ea ion and co-p oduc ion a e wo
es ablished concep s in he li e a u e [12], alue gene a ion
in se ice in e ac ions is u he ans o ming h ough SST
adop ion and inc easing ecogni ion o augmen a ion. As
such, co-c ea ion emphasizes “join e o and
collabo a ion be ween p oduce and he consume ”,
unde pinning “ ecip oci y and mu uali y” in such
in e ac ions [12, p. 11]. Howe e , he ole o SST in ha
equa ion has no ye ecei ed much a en ion al hough
“[ ]he p o ision o se ice in ol es bo h employees and
cus ome s and can be p o ided by humans and/o
machines” [2, p. 156].
While much esea ch has been looking a se ice
au oma ion, sel -se ice, and he changing na u e o se ice
encoun e s, ew schola s ha e explo ed SST in he con ex
o au oma ion and augmen a ion, calling o a be e
unde s anding o se ice augmen a ion [7], [13], [14]. In
pa icula an in e disciplina y lens is missing as esea ch
o en looks a ei he echnology adop ion on he consume
side o a se ice aspec s om he o ganiza ional side,
missing ou on unde s anding how he wo a e connec ed.
Wi h he g owing acknowledgmen o an in e dependence
be ween au oma ion and augmen a ion, a mo e holis ic
iew on au oma ion would allow us o unde s and
au oma ion no only om a “machine eplacemen ”
pe spec i e bu will open up a comp ehensi e “human
augmen a ion” pe spec i e ha indus y 5.0 calls o [3].
While we know ha he p ocess o in oducing digi al
echnology in o o ganiza ions equi es a holis ic iew on
he mic o-, meso-, and mac o le els, e.g., [15], [16], we
ha e ye o de elop a holis ic unde s anding o au oma ion.
A imely deba e equi es he acknowledgmen o a
signi ican lack o skills needed o ad ance in o indus y
5.0 [17]. Fu he challenges a e ep esen ed by s a
sho ages ac oss se ice indus ies whe e hyb id se ice
p o ision and he mobiliza ion o indi iduals on he
consume side is c ucial in o de o e en sus ain hose
se ices – especially in sec o s such as inance, heal hca e,
educa ion, o social se ices.
The e o e, wi h his pape we aim o b idge he li e a u e
on au oma ion, augmen a ion and SST o unde s and hei
in e dependencies and hei mu ual impac on se ice use s
and se ice wo ke s. P esen ed as a ying a che ypes by De
Keyse e al. [10], we zoom in on he ole o SST o
augmen ed se ice encoun e s. As “[ ]i ms should design
human–machine in eg a ed se ice s a egies […]” [2, p.
167], his pape aims o con ibu e o he u he
de elopmen o human-machine se ices o compe i i e
edge, bu , mo e so, o wo ke wellbeing and quali y
se ices. We do so by answe ing he ollowing RQs:
• RQ1: Wha do we know abou au oma ion,
augmen a ion and SST and how SST a ec s se ice
wo ke s?
• RQ2: How do au oma ion, augmen a ion, and SST
in e ac and wha a e eme ging hemes o u u e
esea ch?
II. METHOD
A. RESEARCH AIM
The aim o his pape is o p o ide a holis ic unde s anding
o he e ec s o SST on au oma ion and augmen a ion in
se ice indus ies as cus ome s become inc easingly
engaged and in o med, challenging he s a us quo o
p o essionals ac oss sec o s. Though each o he opics
alone ha e been s udied in dep h in hei espec i e
disciplines, wha is cu en ly missing is a con ex ualized
app oach ha combines di e en iewpoin s and p o ides
a connec ed and in eg a i e syn hesis o he li e a u e. In
pa icula , as we see a signi ican g ow h in digi al SST
adop ion ( h ough AI and obo ic applica ions speci ically)
and a ising ecogni ion o augmen a ion, pinning he s a us
quo o he deba es helps o p o ide s a egies mo ing
o wa d. The e o e, we choose an in eg a i e li e a u e
e iew, o d aw on mul i-disciplina y esea ch in o de o
examine he ole and in e connec edness o au oma ion,
This a icle has been accep ed o publica ion in IEEE Access. This is he au ho 's e sion which has no been ully edi ed and
con en may change p io o inal publica ion. Ci a ion in o ma ion: DOI 10.1109/ACCESS.2025.3620137
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VOLUME XX, 2017 7
augmen a ion, and SST as hey ela e o knowledge
wo ke s. As such, we seek o consolida e and syn hesize
cu en esea ch in o an ex ended amewo k o se ice
au oma ion o guide u he esea ch, p ac ice, and policy.
We selec he in eg a i e e iew in pa icula , as we
belie e ha he opic “would bene i om a holis ic
concep ualiza ion and syn hesis o he li e a u e” [18, p.
410] and he in eg a i e e iew is shown o be “a powe ul
ool o s udying o ganiza ional phenomena” [19, p. 187].
Wi h he eme gen empowe men o cus ome s h ough he
means o au oma ion and i s g owing e ec s on wo ke s
h ough augmen a ion, we choose he in eg a i e e iew o
e iew, c i ique, and syn hesize ep esen a i e li e a u e,
and o econcep ualize and ex end ou unde s anding o
au oma ion [18, p. 411].
In his pape we build on o he concep s es ablished by
Raisch & K akowski [6] and Sampson [7], [20] and sugges
ha SST h ough cus ome au oma ion can ad ance wo ke
augmen a ion—g ounded in u he ing he concep o
indus y 5.0. As he li e a u e on hese hema ic a eas
emains dispe sed, we p o ide an o e iew o hese a eas
and how hose can be consolida ed. The goal o ou
selec ion p ocess, as desc ibed below, was he e o e no o
be exhaus i e bu a he o engage mo e deeply wi h widely
discussed and ecen esea ch o in o m u u e esea ch and
heo y de elopmen .
B. LITERATURE SELECTION
To selec ele an li e a u e o he e iew, a i le, abs ac , and
keywo d sea ch was conduc ed using he Scopus da abase,
conside ed one o he la ges da abases. Fo ha pu pose, a
o al o eigh sea ches was unde aken using he sea ch e ms
au oma *, augmen *, and sel -se i* each wi h AND “se ice”
AND “digi al” as well as he i e sea ch e ms al oge he ,
au oma * AND augmen *, and in combina ion wi h sel -se i*
and all h ee sea ch e ms oge he . Fu he , each sea ch was
na owed down by ocusing on English jou nal and e iew
a icles in h ee subjec a eas; (1) he social-sciences o
unde s and he socio echnical aspec s o human-machine
in e ac ion, (2) business, o explo e he managemen o
echnology adop ion in o ganiza ions, and (3) economics, as
much o he au oma ion li e a u e o igina es om he
economis ’s pe spec i e [21], [22]. A p e iew o he
au oma ion li e a u e e eals some o en-ci ed wo ks d i ing
he deba e. Thus, u he na owing down he li e a u e and
ocusing he deba e, highly ci ed a icles we e selec ed o
e iew [23], [24], selec ing he 10 mos -ci ed a icles o each
sea ch as well as he 10 mos -ci ed a icles o 2024 wi h
espec o he opical dynamic and pace. In addi ion, he 10
mos ecen a icles we e selec ed o include he mos ecen
de elopmen s and discussions in he ield ega dless o
ci a ion coun which may no su ice as a s andalone selec ion
c i e ium.
Combining all sea ch esul s led o a collec ion o 189
a icles om which 59 duplica es we e emo ed. F om 130
pape s ano he 71 we e excluded ha we e, upon i s
inspec ion, no add essing he socio echnical e ec s o
au oma ion, augmen a ion o sel -se ice such as pape s wi h
an enginee ing pe spec i e. 59 pape s we e sc eened u he ,
esul ing in he exclusion o 18 addi ional pape s as hei
esea ch ocus did no i he esea ch scope and ques ion. This
inally esul ed in 41 pape s o in-dep h e iew. The esul s
om his p ocess can be ound in Table I.
TABLE I
SEARCH TERMS AND NUMBER OF LITERATURE RESULTS
Sea ch e ms
To al
esul s
10 mos
highly ci ed
10 mos
highly ci ed in
2024
10
mos
ecen
augmen *
AND se ice
AND digi al
337
10
10
10
au oma * AND
se ice AND
digi al
1113
10
10
10
sel -se *
AND se ice
AND digi al
105
10
10
10
sel -se *
AND
augmen *
25
10
2
10
sel -se *
AND au oma *
152
10
10
10
au oma * AND
augmen *
1171
10
10
10
au oma * AND
augmen *
AND sel -
se *
6
6
1
6
au oma * AND
augmen *
AND sel -
se * AND
se ice AND
digi al
2
2
0
2
To al
2911
68
53
68
SELECTION
ROUND I
Highly ci ed +
ecen
189
A e
duplica es
emo ed
130
SELECTION
ROUND II
A e ini ial
scoping
59
SELECTION
ROUND III
Final sample
a e e iew
41
As he Scopus da abase sea ch shows, less han 3000
esea ch and e iew a icles can be ound in he selec ed
esea ch disciplines, add essing some aspec s o au oma ion,
augmen a ion, sel -se ice, se ice, and/o digi al. Mos o
hose pape s men ion au oma ion and augmen a ion oge he ,
ollowed by pape s add essing au oma ion, se ice, and digi al
a once. As Figu e 1 shows, pape s add essing au oma ion and
augmen a ion ac oss all disciplines and publica ion ypes ha e
This a icle has been accep ed o publica ion in IEEE Access. This is he au ho 's e sion which has no been ully edi ed and
con en may change p io o inal publica ion. Ci a ion in o ma ion: DOI 10.1109/ACCESS.2025.3620137
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VOLUME XX, 2017 7
signi ican ly inc eased in he las 8 yea s. Mos o hese, a
combined 52,7%, a e in he Compu e Sciences and
Enginee ing ields, 3,8% in he Social Sciences and e en less
in he ields o Business and Economics. Al hough SST has
seen a simila bu less signi ican inc ease since he 2000’s
(TITLE-ABS-KEY sea ch on sel -se * echnology), by
con as , SST has been add essed second mos commonly in
he business li e a u e (22,2%), wi h he Compu e Sciences
(22,4%) anking i s . Wi h ou selec ion c i e ia, he opics
ha hus a ha e been leas add essed in combina ion a e sel -
se ice wi h augmen a ion and au oma ion—e en less so in
he con ex o digi al and se ice. Fo e e ence, he e a e
almos 85.000 en ies in Scopus on au oma ion (wi h he same
selec ion c i e ia), and 910.000 esea ch and e iew a icles
ac oss all disciplines—highligh ing a gap in he li e a u e
looking a he connec ion o au oma ion, augmen a ion, and
sel -se ice. The sec ion below will de ail he cha ac e is ics
o he inal sample and he p ocedu e o da a analysis.
C. ANALYSIS
Table II shows he inal sample included o analysis. Selec ed
pape s p o ide a ep esen a i e sample o he opic om he
las wo decades, anging om 2005 o 2024. The sample
consis s o a combina ion o heo e ical and empi ical pape s
wi h 25 empi ical pape s, 4 sys ema ic li e a u e e iews, and
12 heo e ical/concep ual pape s. The sample co e s a ious
esea ch disciplines including s udies in managemen and
o ganiza ion, ma ke ing and consume beha io , in o ma ion
sys ems and echnology, social sciences and public policy.
Fu he mo e, he e a e sec o -speci ic publica ions om
heal hca e, hospi ali y and ou ism, public se ices, social
se ices, e i emen se ices, a ia ion, e ail, inance, and
p o essional se ices a la ge. While SST can e e o a ious
ypes o echnologies, mos pape s speci y a ype o
echnology wi h sel -se ing unc ions. The echnologies
s udied ange om in o ma ion communica ion echnologies
(ICTs) and digi al echnologies a la ge, o sel -se ice kiosks,
oice assis an s, obo s, pla o ms, and AI in pa icula . The
coun ies whe e empi ical s udies we e se include a wide
ange om No he n Eu opean coun ies o Asia, Sou h
A ica, Sou h and No h Ame ica, esul ing in a mix o
de eloped and de eloping coun ies.
As pa o he analysis o pape s, each pape was e iewed
in-dep h o explo e how hey app oach au oma ion,
augmen a ion and/o SST indi idually and in connec ion.
Fi s , wi h espec o RQ1, his scoping p ocess esul ed in an
o e iew o main opics a ound au oma ion ha he li e a u e
has commonly add essed: (1) he ole o echnologies o
imp o ing and changing wo k, job, and labo ; (2) he
ele ance o human wo ke s o speci ic a eas; (3) he
common esis ance o wo ke s o adop o echnologies due o
a eeling o being eplaced; (4) he changing and e ol ing
ela ionships wi hin and ou side o o ganiza ions; and, inally,
(5) he eme gence o augmen a ion alongside au oma ion.
Secondly, wi h espec o RQ2, we e iewed and syn hesized
he li e a u e u he , ocusing on eme ging hemes ac oss
au oma ion, augmen a ion, and SST, building on o he i s
s ep. Th ough his s uc u ed p ocess—collec ing s a emen s
om he li e a u e and o ming g oups— i e hemes eme ged.
As p esen ed in Table III, some opics a e commonly
add essed in he li e a u e ac oss au oma ion, augmen a ion,
and SST. Those hemes espec i ely mo e beyond hose
opics ha a e esea ched in each pape indi idually. As such,
he esul ing i e hemes highligh he in e connec edness o
sel -se ice, au oma ion, and augmen a ion. These hemes
we e u he desc ibed and discussed. Fu he mo e, om he
syn hesis o he li e a u e he concep ual model by Sampson
[7], [20] was e iewed and adap ed, discussing he ole o SST
in he p esence o au oma ion and augmen a ion [6] in
se ices. To conclude, opics o u he esea ch we e
elabo a ed, based on he li e a u e and eme ging hemes.
TABLE II
OVERVIEW OF SELECTED LITERATURE
Au-
ho
Jou nal
Yea
Me hod
a/Type
Tech-
nologyb
Sec o c
Coun-
y
[25]
Techno-
a ion
2024
Qual
VA
N/A
BR
[7]
J Se Res
2021
Quan
AI
P o e-
ssional
US
[6]
Acad
Manage Re
2021
Conc/
The
AI
N/A
N/A
[2]
J Se Res
2018
Conc/
The
AI
N/A
N/A
[26]
Soc Cul
Geog
2024
Qual
SSK
A ia-
ion
CN
[27]
In J Soc
Wel
2024
Quan
RPA
Social
SE
[28]
Go In Q
2019
Conc/
The
Digi al
Public
Se ices
Public
N/A
[29]
J Se
Manag
2018
Conc/
The
Vi ual
assis an
&
se ice
obo
N/A
N/A
[30]
Psychol
Ma k
2024
Qual
Digi al
ech.
H&T
N/A
[31]
J Se Res
2021
Conc/
The
AI
N/A
N/A
FIGURE 1. Scopus esul s o documen s pe yea on au oma * AND
augmen *
This a icle has been accep ed o publica ion in IEEE Access. This is he au ho 's e sion which has no been ully edi ed and
con en may change p io o inal publica ion. Ci a ion in o ma ion: DOI 10.1109/ACCESS.2025.3620137
This wo k is licensed unde a C ea i e Commons A ibu ion 4.0 License. Fo mo e in o ma ion, see h ps://c ea i ecommons.o g/licenses/by/4.0/
VOLUME XX, 2017 7
[32]
J Res In e ac
Ma k
2021
Quan
AI
Ban-
king
US
(mos l
y)
[33]
Soc Policy
Admin
2015
Qual
Web
po al
Re i e-
men ,
NO
[34]
Soc Sci Med
2018
Qual
Mobile
phones
Heal h-
ca e
ZA
[1]
J S a eg In
Sys
2015
Conc/
The
Digi i-
za ion,
BDA
N/A
N/A
[35]
MIS Q
Manag In
Sys
2015
Conc/
The
ICT
N/A
N/A
[36]
J Se
Manag
2019
Conc/
The
ICT
H&T
N/A
[37]
Tou Manag
2025
Quan
Robo s
H&T
CN
[38]
J Bus Res
2020
Quan
Pla o m
Heal h-
ca e
N/A
[39]
In J In
Manag
2021
SLR
AI
N/A
N/A
[40]
J Ma k
2005
Quan
In e ac i
e VR
ele-
phone
sys em &
In e ne -
based
sys em
Heal h-
ca e
N/A
[41]
Manu Se
Ope Manag
2007
Quan
VR uni s,
ATMs,
and
online
banking
Fin-
ance
US
[42]
J Bus Res
2020
Quan
Cha bo
H&T
Ame ic
a
[43]
J Se Res
2021
Quan
Se ice
obo s
H&T,
Insu-
ance,
A ia-
ion
UK
[44]
Tou Manag
2021
Quan
Se ice
obo s
H&T
Eu ope
[45]
Elec on
Comme Res
Appl
2021
Mix
Kiosk,
Compu-
e ,
Mobile
De ice
En e -
ain-
men ,
Public
T ans-
po
N/A
[46]
J Bus Ind
Ma k
2024
Conc/
The
AI
N/A
N/A
[47]
J Hosp Tou
Technol
2024
SLR
Sma
ech
H&T
N/A
[48]
Wo ld Econ
2024
Quan
AI
N/A
Japan
[49]
J T a el Res
2024
Quan
Se ice
obo s
H&T
Wo ld
wide
[8]
IEEE T ans
Eng Manag
2024
SLR
Robo
ad iso s
Fin-
ance
N/A
[50]
J Res In e ac
Ma k
2024
Conc/
The
AI
N/A
N/A
[51]
J Se
Theo y P ac
2024
SLR
AI
Cus o-
me se -
ice
N/A
[52]
Con e -
gence
2024
Qual
SSK
Re ail
Ge ma
ny
[53]
J Se Ma k
2024
Quan
Robo ,
au o-
ma ic
machine
H&T
US
[54]
New
Media Soc
2024
Qual
SSK
H&T
China
[55]
In J
Con emp
Hosp Manag
2024
Conc/
The
Au o-
ma ed
cus o-me
assis -an
N/A
N/A
[56]
Asia Pac J
Public Adm
2024
Quan
Dis up i
e audi
ech
Audi -
ing
ID
[57]
Gend
Technol De
2024
Conc /
The
Digi al
ech
HR
N/A
[58]
No d Wel
Res
2024
Qual
Digi al
Sel -
Se ice
Wel -
a e
NO
[59]
J Soc Wel
2023
Qual
Digi al
sel -mgm
sys em
Public
SE
[60]
Soc Policy
Admin
2019
Qual
Digi al
pos sel -
se ice
Wel-
a e
DK
aMe hod/Type: Quan = quan i a i e me hods; Qual = quali a i e
me hods; Conc/The = concep ual/ heo e ical; SLR = sys ema ic l ie a u e
e ieew; Mix = mixed me hods.
bTechnology: VA = oice assis an ; ICT = in o ma ion communica ion
echnology; VR = oice esponse; RPA = obo ic p ocess au oma ion; SSK
= sel -se ice kiosk; ech = echnology; BDA = big da a analy ics.
c Sec o : H&T = Hospi ali y & Tou ism; HR = human essou ces.
III. RESULTS
A. STATUS QUO OF THE LITERATURE (RQ1)
The sea ch o li e a u e add essing au oma ion,
augmen a ion, and SST has esul ed in a small numbe o
publica ions om a ious disciplines bu wi h a highe
concen a ion in se ice esea ch, in o ma ion sys ems,
business and managemen esea ch. Su p isingly, li e a u e
add essing he h ee sea ch e ms a once appea s o be a e.
Howe e , he e iew shows some opics commonly add essed
ha a e: (1) how jobs a e a ec ed by he adop ion o (digi al)
echnologies, (2) he ole o human ouch and empa hy in
cus ome in e ac ions, (3) he h ea posed by echnology
adop ion and esul ing esis ance by wo ke s, (4) new and
changing ela ionships wi hin and ac oss o ganiza ional
bounda ies as he se ice ecosys em adap s, (5) he eme gence
and g owing a ibu ion o augmen a ion.
This sec ion begins wi h a b ie explana o y in oduc ion o
he h ee e ms—au oma ion, augmen a ion, and SST—and
how hey in e link. Subsequen ly, we discuss and p esen
cu en engagemen o schola s wi h he opics o au oma ion,
augmen a ion and sel -se ice, and how SST a ec s se ice
p o essionals and he se ice encoun e .
1) FROM AUTOMATION TO AUGMENTATION AND SST
A i s co e, au oma ion e e s o he in oduc ion o
echnology, he eby shi ing asks adi ionally done by
humans o be machine ope a ed. Today, he in oduc ion o
digi al echnology in o ganiza ions o en imes leads o digi al
ans o ma ion, undamen ally changing how businesses
ope a e and deli e alue, equi ing adap ing en i e ways o
wo king [1]. Aside om ope a ional changes, digi ally sa y
cus ome s inc easingly necessi a e he de elopmen o new
p oduc s and se ices. Wi h as in o ma ion a ailable online
and eely accessible AI solu ions, a ange o se ices oday
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VOLUME XX, 2017 7
a e hus g adually losing a ac i eness, gi ing ise o digi al
sel -se ing applica ions wi hou human ouch. As a esul ,
digi al echnology in se ices has signi ican ly changed he
deli e y o se ices o bo h, employees and cus ome s,
shi ing oles and esponsibili ies h oughou [26], [52].
Al hough since he i s indus ial e olu ion, au oma ion
has mos ly a ec ed p oduc ion indus ies and blue-colla
wo ke s, digi al echnology has exponen ially a ec ed
knowledge-in ensi e and se ice-o ien ed sec o s—no leas
since he Co id-19 pandemic. Wi h mo e se ice encoun e s
becoming au oma ed and machine ope a ed, howe e ,
schola s ha e no ed he ole o in e pe sonal elemen s and
human ouch [8]. AI echnologies, in pa icula , u he blu
bounda ies be ween human and machine, ques ioning he
alue added by each. As such, os e ing a clea e di ision o
labou , ou ine asks may become machine-ope a ed, while
human wo ke s may become essen ial ouchpoin s o
cus ome s. Wi h he goal o enabling human-machine
collabo a ion, a he han eplacing human wo ke s, machines
become con ibu o s o co-wo ke s, whe he in he digi al o
physical space. Alongside echnological inno a ions om
indus y 1.0 o 4.0, we a e now beginning o cen e ou
a en ion no on he echnology bu on he ole o human
wo ke s. Al hough au oma ion has ad anced o impac
physical and men al wo k equally, we ha e become
p og essi ely awa e o augmen a ion whe e “humans
collabo a e closely wi h machines o pe o m a ask” [6, p.
193].
Combined, au oma ion and augmen a ion e lec
app oaches o echnology adop ion in o ganiza ions. In
se ices in pa icula , howe e , echnology o en lies a he
in e sec ion o se ice use and se ice p o ide (o wo ke ).
The p o ision o imely, accessible and digi al se ices
he e o e has esul ed in a numbe o sel -se ice solu ions,
au oma ing a ious se ices. Ye , he eplacemen o human
wo ke s and ull au oma ion o such se ices o en emains
undesi able while augmen a ion cu en ly misses clea
s a egies. In pa icula , many se ices con inue o be buil on
us , ela ionships (wi h wo ke s), and ecei ing quali y
p o essional ad ice and ca e—aspec s no always achie able
wi h au oma ed se ices—calling o augmen a ion. As such,
ecen de elopmen s and changes in se ice indus ies shed a
new ligh on au oma ion as we mo e owa ds inc easingly
sma (AI-d i en) sel -se ices, necessi a ing pa hways o
in eg a ed human-machine se ice models and augmen a ion.
2) TECHNOLOGIES FOR JOB IMPROVEMENT
Wi h he i s in oduc ion o machines in o he wo kplace,
au oma ion has been unde s ood as a way o eplace human
labo . Then schola s ha e poin ed o he signi icance o human
beings in he wo kplace; a signi ican con ibu ion in ecen
days is made by Sampson [7] who encou ages o ocus on job
imp o emen a he han displacemen . He u he sugges s
ha au oma ion a ec s di e en asks in di e en ways.
Acco dingly, i s , asks can be augmen ed by au oma ion and
emain wi h wo ke s. Second, some asks a e deskilled by
au oma ion esul ing in a ans e o lowe cos wo ke s. And
hi d, asks a e mo ed o cus ome s ia SST, leading o a
educ ion o elimina ion o wo ke in e ac ion. Despi e a ious
ways o au oma e, McLeay e al. [43] howe e calls o
cau ion, inding how wo ke eplacemen can ha e e hical and
socie al implica ions o se ice p o ide s [43].
O he means o au oma e, in pa s aligning wi h Sampson,
a e p esen ed, by Loebbecke & Pico [1] who dis inguish i e
mechanisms whe e digi iza ion and big da a analy ics a ec
labo . Th ough sel -se ice, hey a gue, labo wi hin physical
p ocesses can be subs i u ed. High-le el decision making on
he o he hand can be machine suppo ed, subs i u ing only
some sha e o he wo k. In o he mechanisms Loebbecke &
Pico [1] sha e a pessimism o he ele ance o human labo .
Acco dingly, knowledge wo k will be elimina ed by da a
scien is s and algo i hms, and h ough new p oduc s and
se ices, “physical o e unne s” oo will be eplaced. As one
las mechanism, mo e p o essional jobs will be spli in o
smalle chunks o wo k o e aken by a g owing mass o
ama eu s.
Though some schola s belie e in an inc easing subs i u ion
o expe s, hey also sugges ocusing on skills ha de o
au oma e, such as in ellec ual expe ise, compassion,
eamwo k, e hical judgemen , o cul u al unde s anding. As
desc ibed by B ady & Lin [26, p. 534], au oma ion h ough
sel -se ice should be seen as ans o ma ion and “a syn hesis
and edis ibu ion o oles” a he han an elimina ion o
wo ke ’s labo . In a simila way, Pen zold & Bischo call SST
a “ca alys o es uc u ing labo ” [61, p. 960]. Ye ano he
sugges ion o edi ec ing wo ke ’s ocus, as sugges ed by
B ei & Salomon [33], may be owa ds inc easingly complex
wo k – a sugges ion seemingly unma ched wi h Loebbecke &
Pico [1]. Simila ly, Al ock e al. [8] look a he in e ac ion o
obo-ad iso s, au oma ed in es men managemen ools, wi h
human inancial ad iso s, sugges ing ha dependen on
echnological abili y, human ad iso s need o adap hei
skills. As such, a less ad anced obo-ad iso equi es human–
machine collabo a ion (o augmen a ion), whe eas a mo e
ad anced obo-ad iso equi es human ad iso s o eskill and
edi ec in o o he a eas [8].
3) VALUING THE EMPATHETIC SPACE
While di e en s a egies exis as o wha happens o wo ke s
when au oma ion is being in oduced, schola s show a gene al
endency owa ds a ocus on human-cen e ed asks. Yousso i
e al. [30] empi ically esea ch digi al echnology adop ion in
he ho el indus y, inding ha when gues s use digi al
echnologies (i.e., SST), ho el p o essionals can enhance hei
compe ence as asks become mo e e icien and cos ‐e ec i e.
While gues s expe ience au onomy, employees a e hen
enabled o alloca e ime o mo e quali a i e and human-cen ic
asks and make clien in e ac ions mo e meaning ul. Ra he
han elimina ing in e ac i e asks [7] o mo ing o echnology
ela ed unc ions [1], he shi is hen owa ds mo e meaning ul
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VOLUME XX, 2017 7
clien in e ac ions. Simila ly, Lindg en e al. [28] no e how
“au oma ion can lead o mo e in e es ing wo k”. As such,
wo ke s no only become bys ande s bu a he ake on an
engaging o a suppo i e ole nex o he echnology. As
desc ibed also by B ady & Lin [26] who explo e he a ia ion
indus y, wo ke s p o ide echnical assis ance and handle
p oblems, he eby esembling he “empa he ic space” o he
echnical in e ace. This may esul pa ially in a educ ion o
in e ac ion bu mo e so in an expansion o hei ole in o mo e
meaning ul in e ac ions [7].
Despi e he po en ial o au oma ion echnologies, SST in
pa icula , o enhance communica ion and in e ac ion among
wo ke s and consume s, hey also isk a ec ing in e pe sonal
ela ionships nega i ely. Fo ins ance, echnologies may lead
o a dehumaniza ion o he se ice expe ience as use s op o
echnological solu ions and wo ke s a e being eplaced [36].
Fu he mo e, looking a he inancial sec o , Manse Payne e
al. [32] add educed oppo uni ies o in e pe sonal
communica ion and nega i e e ec s on ela ionships
ma ke ing as po en ial ou comes o au oma ion. Fu he mo e,
in public and wel a e se ices au oma ion and he use o sel -
se ice applica ions can mean signi ican sho comings o
disad an aged and ulne able ci izens [58], [60]. He e,
au oma ion may lead o dehumaniza ion and depe sonaliza ion
ha gene a es ba ie s o use s, es ic ing access o se ices
hey need [58], [59], [60].
4) MITIGATING THE AUTOMATION THREAT
In he long his o y o au oma ion, he ea o eplacemen has
been a signi ican conce n, equi ing e o s oday o s ill hink
o i s e ec on indi iduals. Pan e al. [37] show wha happens
i ou comes o au oma ion a e neglec ed. Wi h a ocus on
au oma ion ha dis ega ds impac on employees, hose may
no only be de ac o a isk o be eplaced, as a possible
ou come [7], bu will e en eel h ea ened, esul ing in
nega i e ou comes. Pan e al. [37] empi ically explo e obo
adop ion in he ho el indus y. Ye , despi e he po en ial
bene i s o gues s and employees, hey ind ha excessi e
o ganiza ional in es men s and high cus ome sa is ac ion can
inc ease eelings o being h ea ened. This, as sugges ed by
Pan e al. [37], calls o con inuous ecogni ion om he
company and cus ome s so ha employees do no ea
eplacemen – as o ganiza ions in en o e ain wo ke s.
Ac oss sec o s he changes a ec ing wo ke s will be qui e
di e se. As shown in he Indonesian public sec o , wo ke s
ce ainly ecognize he ele ance o sel -se ice solu ions,
al hough hey belie e hei expe ise gap o be e y high [56].
In o de o in eg a e solu ions wi h wo ke s hus equi es
unde s anding he di e ences and p epa ing wo ke s o adap .
Fo ins ance, Pe sson e al. show how HR p ac ices shi om
s ee -le el o sc een-le el, equi ing masculine-coded
p ac ices ( a ional, ins umen al) ha we e o iginally emale-
coded p ac ices (nu u ing, suppo i e) [57]. And while
epe i i e asks a e he ones who should be i s o be modeled
[36], adop ion o an h opomo phic AI and se ice obo s
become inc easingly accep ed by use s, challenging he
ele ance o wo ke s and possibly main aining he h ea i no
managed [42], [43], [44], [47], [49], [51], [53].
5) MANAGING NEW RELATIONSHIPS
Wi h he balancing o human wo ke s and machines in se ice
in e ac ions, cla i ying esponsibili ies is a he o e on o
enabling au oma ion. Nex o ambi alen ou comes o
au oma ion o wo ke s, he same goes o se ice use s a he
o he end o he co-c ea ing alue chain [45], [46] [43].
Lindg en e al. [28] suppo bu also c i icize he use o
au oma ed sys ems in hei s udy o public se ices. As hey
a gue, algo i hmic decision-making en o ces an asymme ical
powe ela ionship. Al hough in he ho el indus y gues s can
eel inc easing au onomy, “public se ices ange om ha ing
a limi ed influence on a ci izen's li e o being o g ea
impo ance o a ci izen's economic si ua ion and well-being”
[28]. As also Ge mundsson & S anz [27] cau ion,
casewo ke s in social se ices “migh become less inclined o
exe cise hei p o essional disc e ion,” once au oma ion has
been in oduced. Thus, he au oma ion o such se ices, and
he di e en cha ac e is ics and unique quali ies o human and
echnology-d i en se ice p o ision should be ca e ully
explo ed as he lines become blu ed [28], [58], [60]. Fo
ins ance, as no ed abo e, some asks such as compassion o
e hical judgemen [1] may be mo e human-cen ic han o he s
and should hus emain wi h human wo ke s [30]. Howe e ,
con as ing an inc ease in asymme ic powe and
disad an aging se ice use s, Buhalis e al. [36] and Lei e e
al. [25] sugges ha echnologies also inc ease inclusi eness
and accessibili y o o he wise disad an aged indi iduals such
as he elde ly and people wi h special needs who, o ins ance,
may be physically es ic ed and migh welcome digi al
applica ions.
As adi ional o ganiza ions can be slow o adop , eme ging
o ganiza ions play an inc easingly impo an ole ca e ing
di ec ly o consume s in need o accessible solu ions. Fo
ins ance, in he heal hca e sec o new ma ke segmen s a e
de eloping, o e ing hei solu ions di ec ly o consume s. As
heal hca e access can be di icul in some coun ies, eme ging
o ganiza ions p o ide sel -ca e, p e en i e elemedicine, and
disease p edic ion applica ions [38]. This allows pa ien s o
become mo e empowe ed and sel - elian wi hou he need o
go o a doc o . As Wa kins e al. [34] highligh , in eme ging
coun ies ce ain gaps mus be illed o augmen heal hca e.
Thus, heal h wo ke s and pa ien s in Sou h A ica de elop
hei own digi al communica ion ools, manage ch onic
diseases digi ally, and access heal h in o ma ion using he
in e ne [34]. This shi , as He mes e al. [38] a gue, is mo ing
an en i e indus y om linea wo-sided ma ke s o “complex
in e ac ing mul i-sided ma ke s media ed by pla o ms wi h
supe -modula /supe -addi i e alue c ea ion” as SST becomes
mo e han a “s andalone ea u e” [41]. While pa ien s, o
indi iduals, had o go o a hospi al o p ima y ca e p o ide ,
hese oles a e now being eplaced and supplemen ed by
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VOLUME XX, 2017 7
echnology p o ide s o digi al heal h applica ions, as
sugges ed by Loebbecke & Pico [1]. This applica ion o
echnology is wha Ba e e al. [35] desc ibe as cen al o
“ he o ma ion and unc ioning o se ice ecosys ems” as
esou ces a e “combined and exchanged in new ways ha
c ea e alue o hose ac o s engaged in he exchange”.
Unde pinning his shi in ac o s, B ei & Salomon [33] poin
o a g adual embeddedness o complex ela ions among
ci izens, on line wo ke s and digi al in as uc u es, mo ing
away om he dyadic ela ionship. Simila ly, Bol on e al. [29]
desc ibe an in eg a ion o he digi al, physical and social
ealms, pushing o ganiza ions o acqui e pa ne ships,
ne wo k alliances, and inding mechanisms o aligning goals
ac oss ac o s.
6) ASSESSING AUGMENTATION
As au oma ion is s ill inc easingly adop ed, he shi in se ice
in e ac ions be ween human wo ke s, cus ome s, and
echnology in ensi ies—in pa icula wi h he in oduc ion o
AI. The majo i y o schola s a e poin ing o augmen a he
han eplace [46], [47], [48], [55], as exempli ied also by
Pen zold & Bischo [61] in wha hey i le “impe ec
au oma ion”. In 2018, Huang & Rus [2] de ine i e s ages o
AI a ec ing jobs. While s ages one o i e sugges
eplacemen o jobs wi h mechanical, analy ical, in ui i e and
empa he ic di ec ion, he las s age depic s eplacemen o ,
mo e impo an ly, “comple e in eg a ion wi h human
wo ke s”. Huang & Rus [2] name h ee ac o s o i ms o
conside au oma ion wi h AI. Namely, he na u e o he ask,
he na u e o he se ice, and he s a egic emphasis o he i m.
A s a egic ocus is also b ough up by Bo ges e al. [39] who
sugges adjus ing he AI–human equa ion “in alignmen wi h
business needs and digi al s a egies”. As a esul , au oma ion
could be enabled ha would gene a e compe i i e ad an age
o i ms. Th ee yea s la e Huang & Rus [31] p esen a
con inua ion o hei wo k, shi ing inc easingly owa ds he
use o he wo d augmen a ion ins ead o eplacemen .
Acco dingly, di e en ypes o AI a e exis en wi h a ying
e ec s on human wo ke s: mechanical AI, hinking AI, and
eeling AI. As such, mechanical AI eplaces human wo ke s
such as h ough SST, aligning on his aspec wi h Sampson [7]
and Loebbecke & Pico [1]. Thinking asks howe e “should”
and eeling asks “may” be pe o med by bo h, human and AI.
The g owing endency owa ds augmen a ion has since
e ol ed in o somewha o a necessi y. As pu by Raisch &
K akowski [6], “augmen a ion canno be nea ly sepa a ed
om au oma ion”. As we mo e “away om he ques ion o
wha defines humans and dis inguishes hem om sma
machines and owa ds que ying how people and echnology
come oge he ” [61], managemen pe spec i es ha e
p og essed. Pu o wa d by Raisch & K akowski’s [6]
analysis, au oma ion and augmen a ion a e “in e dependen
ac oss ime and space”. Thus, h ough a coe olu iona y
p ocess, humans and machines lea n om one ano he ,
augmen a ion acili a es au oma ion, and au oma ion may
enable augmen a ion. The de e mining ac o o each
applica ion howe e is, as al eady de ined by Huang & Rus
[2], he na u e o he ask.
In summa ion, au oma ion, augmen a ion and SST a e
opics o as in e es by schola s om a ious ields and
indus ies. Though some echnologies eplace human wo ke s,
schola s a e inc easingly poin ing owa ds he ede ining o
oles o he imp o emen o labo . While some sec o s a e
buil signi ican ly on human in e ac ion such as public se ices
o he hospi ali y and ou ism indus y, human wo ke s emain
p esen in many ways. As some asks may be au oma ed,
human wo ke s become he in e ace be ween echnology and
se ice use . As SST o e s accessible se ice o use s, se ice
wo ke s adap , ei he mo ing owa ds echnology- ela ed
asks, empa he ic asks, o mo e complex cases. As AI
con inues o de elop and digi al se ice becomes inc easingly
a ailable ac oss ma ke s, o ganiza ions ha au oma e will
ha e o s a egize along he ways o au oma ion and
augmen a ion, keeping he human in he loop. Though his
chap e has p o ided some opical o e iew, hemes eme ge
ac oss he opics o au oma ion, augmen a ion, and SST ha
he ollowing chap e will add ess.
B. EMERGING THEMES FROM THE LITERATURE
(RQ2)
F om an in-dep h e iew and syn hesis o he li e a u e, i e
esea ch hemes e ol e a ound he opics o au oma ion,
augmen a ion, and SST. While he p e ious sec ion has
ocused on p o iding a gene al o e iew o au oma ion,
augmen a ion, and SST, he objec i e o answe ing he second
RQ is o explo e how he h ee a e connec ed. In ca e ully
e iewing he li e a u e, we ha e ound i e eme ging hemes
ha p o ide an impo an in e disciplina y ounda ion o
u he esea ch. Those a e: (1) social (a)symme ies, (2)
compe ing in elligences, (3) edis ibu ed esponsibili ies and
new skills, (4) me ging spaces and new ecosys ems, and (5)
go e nance and e hics. Each heme desc ibed below highligh s
a undamen al aspec o enabling au oma ion and
augmen a ion h ough SST in se ice con ex s. Table III
p o ides an o e iew o how eme ging hemes we e
sys ema ically de i ed om he li e a u e wi h espec i e
e e ences.
1) SOCIAL (A)SYMMETRIES
Wi h he inc easing adop ion o SST, accessibili y o se ices
changes. Howe e , SST adop ion has wo sides o his. On one
hand, SST allows o democ a ize se ice and enable access o
in o ma ion and communica ion ools as can be seen in
de eloping coun ies whe e, o ins ance, heal hca e access is
an issue [34]. SST allows o p o ide in o ma ion and enhance
se ices whe e hose can o he wise no be easily accessed. On
he o he hand, SST does no ep esen a bene i o all, in
pa icula , o disad an aged g oups. Few examples om
de eloped coun ies show signi ican issues in p o iding sel -
se ice op ions and au oma ing se ices. Fo ins ance, wel a e
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VOLUME XX, 2017 7
se ices push he digi al di ide whe e disad an aged o
ulne able ci izens a e becoming e en mo e disad an aged by
hese new se ices [58], [60]. Public and wel a e se ices, as
a esul , become inc easingly dehumanized, shi ing
esponsibili y om wo ke s o indi iduals [59]. Thus, SST
leads o moun ing asymme ies as no all consume s ha e
access o abili ies o use digi alized se ices wi hou he help
o wo ke s [27], [28]. Ye , o en imes, au oma ion supe sedes
augmen a ion, esul ing in job eplacemen o signi ican ole
changes. As a esul , hose unwilling o unable o adap will be
a ec ed o lea e hei job.
TABLE III
OVERVIEW OF EMERGING THEMES
Sou ce
Resea ch
Theme
• Vulne able ci izens su e wi h SST [58]
• Consume cha ac e is ics can a ec he digi al
se ice expe ience [30]
• SST makes disad an aged ci izens e en mo e
disad an aged [60]
• Au oma ion c ea es asymme ic wo ke -clien
ela ionships [59]
• Technologies inc ease inclusi eness and
accessibili y o o he wise disad an aged
indi iduals [25], [36]
• Algo i hmic decision-making en o ces an
asymme ical powe ela ionship [28]
• SST inc eases a ailabili y o se ices, speed,
and access o in o ma ion a any ime [33],
[34]
• O ganiza ions mus ensu e ha clien s a e no
asymme ically a ec ed [27]
Social
(a)symme ies
• Digi iza ion and big da a analy ics may hi
knowledge-based wo ke s as ha d and
po en ially as e han non-knowledge wo ke s
[1]
• AI complemen s he wo k o elewo ke s (RI)
[48]
• AI imp o es human wo k, in elligence
au oma ion (AI), by con as , enhances human
in elligence owa ds new hings [46]
• AI needs o p o ide pe sonalized con e sa ion
and pe sonal ouch [51]
• Di e en ypes o AI ha e a ying e ec s on
human wo ke s: mechanical AI, hinking AI,
and eeling AI [31]
Compe ing
in elligences
• Digi iza ion and big da a analy ics
complemen and eplace labo di e en ially
ac oss indus y sec o s and wo k p ocesses [1]
• Abili ies o human and echnology need o be
ma ched [8]
• Consume s equi e ole cla i y, mo i a ion,
and abili y o SST use [40]
• Wi h SST use s become disciplined cus ome s
[54]
• Cus ome s become pa ial employees; bu co-
c ea ion also en ails co-des uc ion [45]
• Use s become empowe ed and sel - elian
[38]
• Wo ke s a e shi ing asks o help enable
use s’ digi al li e acy [60]
• AI equi es human o e sigh and
accoun abili y [62]
• Se ices e ain wo ke in ol emen o o mal
decisions [28]
Redis ibu ed
esponsibili ies
and new skills
• An h opomo phism inc eases accep ance o
au oma ion echnologies [44], [53]
• Impe ec au oma ion equi es new skills om
employees and cus ome s [52]
• Au oma ion equi es a edis ibu ion o oles
[26]
• Sel -se ice ein o ces esponsibilisa ion o
use s [59]
• SST mo es asks o cus ome s, educing o
elimina ing wo ke in e ac ion and
in e pe sonal communica ion [7], [32]
• Knowledge wo k will shi o da a scien is s
and algo i hms [1]
• Humans and machines lea n om one ano he
[6]
• Employees mo e o human-cen ic asks and
make clien in e ac ions mo e meaning ul [30]
• Au oma ion ep esen s a masculine
ans o ma ion away om emale coded
p ac ices as nu u e and suppo e [57]
• Au oma ion may esul in a mo e engaging o
a suppo i e ole o wo ke s [28]
• Au oma ion h ough SST is a syn hesis and
edis ibu ion o oles [26]
• SST ees up human esou ces o mo e
complex asks [33]
• Ci izens, on line wo ke s and digi al
in as uc u es become g adually embedded
[33]
• Digi al, physical and social ealms me ge [29]
• In e ne -based echnologies acili a e new
channels o communica ion [28]
• Value c ea ion e ol es as esou ces a e
exchanged and edis ibu ed among ac o s in
new ways [35]
• Wi h designe s and p o ide s o echnology a
new g oup o ac o s is in oduced [28]
• Ma ke s become complex mul i-sided
pla o ms wi h new ways o alue c ea ion
[38]
• Eme ging o ganiza ions emb ace signi ican ly
di e en alue p oposi ions han adi ional
o ganiza ions [38]
• In e ac ion is g adually aken on by hi d
pa ies [38]
• New economies e ol e as dis ibu ed
ne wo ks, in e ac ing wi h cus ome s o e
pla o ms [36]
• Se ice inno a ion in one dimension can
esul in changes in o he dimensions wi hin
and ac oss o ganiza ional bounda ies [35]
• Co-c ea ion becomes di icul as solu ions a e
disconnec ed [29]
Me ging spaces
and new
ecosys ems
• Wo ke eplacemen has e hical and socie al
consequences [43]
• Con iden iali y and e hics a e ele an ac o s
o e ec i eness o digi al se ice [30]
• Sel -se ice is no se ice, se ice equi es
pe sonaliza ion, expe ise, expe ience, and
empa hy [55]
• Sel -se ice en o ces depe sonaliza ion and
dehumaniza ion [36], [59]
• Responsible se ice au oma ion is needed o
a oid bias [50]
• Au oma ion can be de ined by he na u e o
he ask, na u e o he se ice, and s a egic
emphasis o he i m [2]
• AI-human in eg a ion needs o happen in
alignmen wi h business needs and digi al
s a egies [39]
Go e nance
and e hics
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VOLUME XX, 2017 7
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SOPHIE ALTROCK ecei ed he M.Sc. deg ee
in managemen o in o ma ion sys ems and
digi al inno a ion om he London School o
Economics and Poli ical Science (LSE),
London, U.K., in 2018. As a Ma ie-Cu ie
esea che wi hin he Eu opean T aining
Ne wo k o Indus y Digi al T ans o ma ion
ac oss Inno a ion Ecosys ems (EINST4INE)
unded by he Eu opean’s Ho izon 2020 p og amme, she comple ed he
Ph.D. deg ee in managemen a RMIT Uni e si y, Melbou ne, VIC,
Aus alia, and a he Uni e si y o Agde in K is iansand, No way. She
p e iously wo ked as a Business Consul an a a mul ina ional managemen
and echnology consul ing i m, d i ing digi al ans o ma ion p ojec s. He
esea ch ocuses on he human side o digi al ans o ma ion, explo ing he
impac o digi al echnologies on indi iduals in he wo kplace, human–
machine collabo a ion, and alue c ea ion h ough au oma ion and
augmen a ion.
ANNE-LAURE MENTION is a P o esso and
Di ec o o he Global Business Inno a ion
Enabling Impac Pla o m, RMIT, Melbou ne,
VIC, Aus alia. He esea ch in e es s si a he
in e sec ion o echnology and inno a ion
managemen , business en u ing and
egene a ion. He esea ch has been published in,
e.g., Techno a ion, Technological Fo ecas ing
and Social Change, Jou nal o P oduc Inno a ion
Managemen , R&D Managemen , and Small Business Economics. She is
also a Co- ounding Edi o and Co-Edi o in Chie o he Scopus- anked open
access Jou nal o Inno a ion Managemen , and has ecen ly spea headed a
Hen i S ewa Talk Se ies on Digi al T ans o ma ion. Inc easingly, he
esea ch p ojec s she has designed and led use he SDGs as a lens owa d
in en ional, esponsible, and e hical socie al impac .
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8 VOLUME XX, 2017
TOR HELGE AAS ecei ed he M.Sc. deg ee in
in o ma ion and communica ion echnology
managemen om he Uni e si y o Agde ,
K is iansand, No way, in 2003, and he Ph.D.
deg ee in s a egy and managemen om he
No wegian School o Economics, Be gen,
No way, in 2010. He se es as a (Full) P o esso
wi h he Uni e si y o Agde , and as a P o esso II
wi h K is iania Uni e si y College, Oslo, No way. He is esea ching
inno a ion managemen , and his esea ch in e es s include opics such as he
o ganiza ional e ec s o inno a ion, inno a ion p ocesses and capabili ies,
collabo a ion o inno a ion, and managemen con ol o inno a ion.
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con en may change p io o inal publica ion. Ci a ion in o ma ion: DOI 10.1109/ACCESS.2025.3620137
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