Automation and augmentation in professional services: Exploring the impact of financial self-service technology

Vol.:(0123456789)
Elec onic Ma ke s (2025) 35:94
h ps://doi.o g/10.1007/s12525-025-00835-2
RESEARCH PAPER
Au oma ion andaugmen a ion inp o essional se ices: Explo ing
heimpac o  inancial sel ‑se ice echnology
SophieAl ock1,2 · Anne‑Lau eMen ion1,3,4,5· To HelgeAas2,6
Recei ed: 4 Oc obe 2024 / Accep ed: 10 Sep embe 2025
© The Au ho (s) 2025
Abs ac
Despi e he ise o inc easingly sma echnologies in p o essional se ices, inancial se ices i ms equi e clea s a egies o
in eg a ing au oma ion, augmen a ion, and hyb id se ice models alongside human wo ke s. This pape employs a quali a i e
app oach o explo e he conside a ions necessa y o adop ing obo-ad iso s (RAs) in sel -se ice in es men managemen
and he ac ions equi ed o suppo hei in eg a ion. The indings show how sel -se ice echnology (SST) such as RAs a
he in e sec ion o cus ome and wo ke can enable au oma ion and augmen a ion simul aneously. O e all, six ac o s a e
iden i ied ac oss echnical, o ganisa ional, and ex e nal dimensions ha guide i ms in de e mining when, whe e and how
o e ec i ely adop RAs as an in eg al pa o inancial se ices. Fo each ac o , we p esen speci ic i m-le el ac ions o
achie e success ul se ice au oma ion and augmen a ion. As such, his esea ch con ibu es o a holis ic app oach o digi al
ans o ma ion a la ge and se ice au oma ion in pa icula by p oposing hyb id se ice models ha le e age SST.
Keywo ds Financial echnology· Sel -se ice echnology· Se ice au oma ion· Augmen a ion· Robo-ad iso ·
P o essional se ice
JEL Classi ica ion M15
In oduc ion
Since he i s applica ions o ools o enhance human capabil-
i y, he ise o digi al echnologies has inc easingly challenged
hei co-occu ence in he wo kplace. While echnology has
b ough abou new p oduc s and se ices, i has also dis up ed
adi ional p ocesses wi hin es ablished i ms, a ec ing e e y-
one om cus ome s o wo ke s (S ahn e al., 2017; Z. Zhang
e al., 2023). Schola s o en e e o “au oma ion” o desc ibe
he eplacemen o human wo ke s by machines (Bessen e al.,
2020; Raisch & K akowski, 2021). Wi h he ad ancemen o
echnology, especially a i icial in elligence (AI), con e sa-
ions abou in elligen au oma ion and in elligen p ocess au o-
ma ion ha e eme ged (Ch is ou e al., 2023; Coombs e al.,
2020; Kholiya e al., 2021; Wi z e al., 2021), sugges ing a
dec easing gap be ween human and a i icial skills.
As au oma ion and AI ha e sp ead ac oss a ious indus-
ies (Blöche & Al , 2021; Mingo o e al., 2021; Nam e al.,
2021), he ole o human wo ke s has been inc easingly chal-
lenged. Howe e , wi h he ad en o augmen a ion, humans
a e b ough back in o he equa ion, esul ing in echnolog-
ically-enhanced wo k p ocesses h ough human–machine
Responsible Edi o : Daniel Be e ungen
* Sophie Al ock
sophie.al ock@ mi .edu.au
Anne-Lau e Men ion
[email p o ec ed]
To Helge Aas
o [email p o ec ed]
1 School o Managemen , RMIT Uni e si y, VIC, Building 80,
445 Swans on S ee , Melbou ne3000, Aus alia
2 School o Business andLaw, Uni e si y o Agde ,
Uni e si e s eien 19, 4630K is iansand, No way
3 Tampe e Uni e si y, Kale an ie 4, 33100Tampe e, Finland
4 Singapo e Uni e si y o Social Sciences, 463 Clemen i Rd,
599494Singapo e, Singapo e
5 INESC TEC Po ugal, R. D . Robe o F ias, 4200-465Po o,
Po ugal
6 K is iania Uni e si y o Applied Sciences, Ki kega a 24-26,
0153Oslo, No way
Elec onic Ma ke s (2025) 35:94 94 Page 2 o 25
collabo a ion (Raisamo e al., 2019; Raisch & K akowski,
2021). While i is o en a gued ha au oma ion inc eases e i-
ciency and eplaces human labou , au oma ion and augmen-
a ion can in ac also ad e sely a ec wo ke s by inc eas-
ing s ess and impac ing well-being (Naza eno & Schi ,
2021). Thus, subs i u ion, complemen a ion, augmen a ion
and au oma ion all ely on a comp ehensi e unde s anding
o he esul ing o ganisa ional changes (Naza eno & Schi ,
2021; Raisch & K akowski, 2021) o ul il he p omise o
inc eased business alue gene a ion (Coombs e al., 2020).
This aligns wi h he much b oade need o “socioeconomic
change ac oss indi iduals, o ganiza ions, ecosys ems, and
socie ies ha a e shaped by he adop ion and u iliza ion o
digi al echnologies” (Dąb owska e al., 2022, p. 931).
Ano he aspec o conside is he in e play be ween
humans and machines wi hin socio- echnical sys ems
(Ma eescu & Elish, 2019). This dynamic is especially el-
e an in unde s anding he in e ac ions be ween wo ke s
and algo i hms, AI, o obo s (Blöche & Al , 2021; Lazo &
Eba do, 2023; Ri ala e al., 2023; Son e al., 2024; Ta a da
e al., 2022). While human–machine in e ac ions d i en
by au oma ion a e a conce n ac oss indus ies, he se ice
sec o aces unique challenges. One challenge is how he
ise o AI has challenged he meaning o human in e ac-
ion in se ice encoun e s. Today, a ious o ms o AI can
be applied h ough se ice deli e y, c ea ion, and in e ac-
ion (Huang & Rus , 2021). As a esul , se ice encoun e s
ha used o ake place wi h wo ke s and cus ome s p esen
(Meu e e al., 2000) a e shi ing o he digi al space o
e ol ing in o hyb id se ice models ha do “no ejec o
igno e he human ac o ” (Ch is ou e al., 2023, p. 8).
Alongside hese se ice ans o ma ions, digi al and
inc easingly sma sel -se ice echnology (SST) is eshaping
adi ional oles and se ice deli e y h ough cus ome au o-
ma ion (Sampson, 2021). As such, SST o e ings no only
a ge new cus ome segmen s bu also enhance cus ome
sa is ac ion and educe cos s (Bi ne e al., 2002). As se ice
deli e y is ede ined, he ela ionships be ween wo ke s and
cus ome s unde go change (Pen zold & Bischo , 2023), and
cus ome expec a ions e ol e (Na eh, 2015). Despi e his
e olu ion, cus ome – i m in e ac ions emain c ucial (Meu e
e al., 2000); ully au oma ed se ice in e ac ions o en ace
signi ican challenges, p omp ing a pa ial e u n o mo e a-
di ional p ac ices (Pen zold & Bischo , 2023). In e es ingly,
“al hough employees ha e expe ienced an in ensi ica ion o
hei wo kload o compensa e o human and machine sho -
comings”, he alue o wo ke s is being neglec ed (Pen zold
& Bischo , 2023, p. 6), ein o cing he need o o ganisa-
ions o pay a en ion o he changes wo ke s and cus ome s
a e expe iencing in hyb id and au oma ed se ice models
(Ma eescu & Elish, 2019; Pen zold & Bischo , 2023).
A ecen example o se ice au oma ion and i s challenges is
he adop ion o obo-ad iso s (RAs), a sel -se ice applica ion
o au oma ed in es men managemen o e ed by inancial
se ices i ms. Despi e he inancial sec o ’s long his o y wi h
digi al echnologies, i s ill lacks a ully success ul and u u e-
o ien ed se ice model. None heless, change is ine i able, neces-
si a ing s a egies o in eg a e AI-d i en echnologies alongside
he adi ional ole o inancial ad iso s (Johnson, 2023). RAs
ha e digi alised and au oma ed asks adi ionally pe o med by
human inancial ad iso s, allowing cus ome s o in es wi h-
ou human in e ac ion. While many businesses o e ing RAs
elimina e he ad iso ole, some e ain a human ouchpoin o
cus ome s o use RAs as a ool o assis ad iso s (Phoon & Koh,
2018). RAs p o ide nume ous bene i s, con ibu ing o a seam-
less clien jou ney, omnichannel se ice p o ision and inc eased
ad iso lexibili y (Die zmann e al., 2023). The in eg a ion o
AI in obo-ad ice also o e s po en ial ad an ages in mi iga -
ing ad iso bias by combining human and a i icial in elligence
(A ho a e al., 2023). Howe e , despi e hese p ac ical bene i s,
ecen epo s highligh a backlash agains he expec ed success
o RAs, emphasizing o ganisa ions’ s uggles o c ea e alue
(Rosenbaum, 2022; Vicko ich & Pa en, 2022).
Al hough obo-ad iso y se ices a e s ill in he ela i ely
ea ly s ages o de elopmen , he opic is a ac ing inc eas-
ing in e es , wi h limi ed empi ical esea ch conduc ed so a
(e.g., A ho a e al., 2023; Bha ia e al., 2020, 2021; Coombs
& Redman, 2018; Shanmugana han, 2020; Waliszewski &
Wa chlewska, 2020). Mos exis ing s udies ocus p ima ily on
he cus ome pe spec i e (e.g., A wal & B yson, 2021; Gan
e al., 2021; Jung e al., 2018a, 2018b; Ko e al., 2021; Lewis,
2018; Man ai & Gup a, 2022; Oehle e al., 2021), wi h ela-
i ely li le esea ch explo ing he impac o RAs on o gani-
sa ions, se ice deli e y, o echnology adop ion om he
wo ke s’ pe spec i e (e.g., Al ock e al., 2023; Bha ia e al.,
2021; Die zmann e al., 2023; Fla ián e al., 2022; Lopez
e al., 2015; Wexle & Obe lande , 2020). On a b oade scale,
inancial echnology esea ch has ye o su icien ly “explain
he undamen al issues o he echnology implemen ed o he
e ec s o hese echnologies on indi iduals, o ganisa ions, and
socie y” (Jou dan e al., 2023, p. 11), highligh ing he need o
mo e comp ehensi e s udies. This is u he unde sco ed in
he ealm o digi al ans o ma ion esea ch, sugges ing a lack-
ing awa eness on how incumben i ms can adap and enew
hemsel es wi h digi al echnology (Dąb owska e al., 2022).
Addi ionally, he unique capabili ies o SST a he in e sec ion
o cus ome and wo ke aise ques ions abou he e ol ing ole
o human se ices (Robe s & Maie , 2024).
Despi e he inc easing possibili ies wi h echnological
au oma ion, he e emains a need o u u e-p oo se ice
deli e y concep s ha mee cus ome expec a ions, op imise
se ices, and unde s and wo ke s’ e e changing oles. An
in e disciplina y pe spec i e is pa icula ly essen ial. Se ice
p o essionals, such as inancial ad iso s, a e inc easingly wi -
nessing a shi in how se ices a e deli e ed and he ypes o
se ices equi ed. The g owing adop ion o AI is expec ed o
Elec onic Ma ke s (2025) 35:94 Page 3 o 25 94
eshape human in e ac ions (De Wi e, 2023) and highligh s
he impo ance o main aining human in ol emen in se ice
p ocesses (Raisch & K akowski, 2021). This shi emphasizes
augmen ing human capabili ies a he han simply au oma ing
hem, necessi a ing inno a i e app oaches o adi ional se -
ices. The e o e, he pu pose o he p esen s udy is o p o ide
new insigh s in o how inc easingly sma SSTs in inancial
se ices can be used o c ea e alue bo h wi hin and beyond
he bounda ies o incumben i ms. By employing an empi i-
cal app oach, we aim o enhance ou unde s anding o SSTs
in se ice p o essions h ough he pe spec i es o au oma-
ion and augmen a ion. Focusing on he eme ging p ac ice o
RAs, we conduc in-dep h in e iews wi h a ious inancial
s akeholde s o explo e he cu en s a e o RAs in inancial
se ice i ms. To add ess hese objec i es, he s udy explo es
he ollowing esea ch ques ions (RQs):
RQ 1. Wha conside a ions a e necessa y o inancial se -
ices i ms adop ing obo-ad iso s o au oma ion and
augmen a ion?
RQ 2. Wha ac ions a e equi ed o inancial se ices
i ms o suppo he adop ion o obo-ad iso s o au o-
ma ion and augmen a ion?
Li e a u e e iew
Au oma ion andaugmen a ion inp o essional
se ice sec o s
Se ice wo k has been oughly de ined as he p ocess o using
one’s esou ces (e.g., knowledge) o someone’s (sel o o he )
bene i (Ba e e al., 2015). Wi h he in oduc ion o digi-
al echnology, se ice au oma ion has g own o a ec a i-
ous ypes o wo k and wo ke s, om ‘low-skilled’ o ‘high-
skilled’ (Bessen & Kossu h, 2019; F ey & Osbo ne, 2017). In
p o essional se ices, wo ke s ollow "accep ed p o essional
p ac ices and a code o p o essional e hics, o en codi ied
h ough p o essional ce i ica ion" (S ump e al., 2002, p.
260). Fi ms in sec o s such as heal hca e, inance, insu ance,
and law o en equi e se ice p o essionals who a e no only
knowledgeable bu also empa he ic. Wi h he adop ion o digi-
al echnologies, howe e , he skills equi ed o se ice p o es-
sionals and how hey wo k and in e ac wi h cus ome s ha e
e ol ed. Such “mas e y o a pa icula expe ise o knowledge
base” ( on No den lych , 2010, p. 156) he e o e necessi a es
pa icula sensi i i y o he needs and equi emen s o such
se ices when a emp ing au oma ion. Fu he mo e, in se ice
con ex s, echnology adop ion can a ec a ious o ganisa-
ional laye s and s akeholde s, including no only wo ke s bu
echnology supplie s, cus ome s, compe i o s, and manage s
(I ano & Webs e , 2019). A he same ime, as au onomous
use s a e inc easingly d i en o SST (Middelbu g, 2017),
a guably wi hou he need o human wo ke s, adi ional
se ice i ms s uggle o ind a balance, which calls o new
s a egies o adap o and inco po a e au oma ion.
One way o au oma e is h ough obo ic p ocess au oma ion
(RPA) which is “an umb ella e m o ools ha ope a e on he
use in e ace o o he compu e sys ems in he way a human
would do” ( an de Aals e al., 2018, p. 269). Implemen ing
RPA allows o ganisa ions o enhance “p ocess pe o mance,
e iciency, scalabili y, audi abili y, secu i y, con enience and
compliance” (Ho mann e al., 2020, p. 103). Howe e , achie -
ing hese bene i s equi es ca e ul conside a ion. A he mic o-
le el, o ins ance, he in oduc ion o RPA impac s human
labou by al e ing wo ke s’ engagemen , skills, and oles
(Ho mann e al., 2020). Fu he mo e, as au oma ed sys ems
become mo e p e alen in se ices, ques ions a ise ega d-
ing he necessi y o human- o-human in e ac ion. Despi e
inc easing au oma ion in se ice encoun e s, schola s a gue
o main aining in e pe sonal elemen s and he human ouch
(Wünde lich e al., 2013). This has esul ed in inc easing ec-
ogni ion o augmen a ion and, hus, ex ending human capa-
bili y a he han eplacing i (Raisamo e al., 2019; Raisch &
K akowski, 2021; Sp ing e al., 2022). Howe e , he e emains
a lack o guidance on how and whe e o shi owa ds aug-
men ing se ices ins ead o au oma ing hem.
Technology adop ion in inancial se ices i ms
The long his o y o echnology adop ion in o ganisa ions,
along wi h he ecogni ion o i s as po en ial and signi ican
challenges, has led o he de elopmen o a ious heo e ical
cons uc s wi hin and ac oss managemen s udies. Among he
amewo ks de eloped, he Technology Accep ance Model
(TAM) examines ac o s in luencing beha iou al in en ion and
a i udes owa ds he ac ual use o echnology (Da is, 1989).
Building on heTAM and o he models, he Uni ied Theo y
o Accep ance and Use o Technology(UTAUT) inco po a es
ac o s such as pe o mance expec ancy, e o expec ancy,
social in luence, and acili a ing condi ions (Venka esh e al.,
2003). Ye ano he pe spec i e on explo ing echnology adop-
ion is h ough wo k sys ems, whe e humans and machines
collabo a e as componen s o a sys em; i is a “ iew o wo k as
occu ing h ough a pu pose ul sys em” (Al e , 2002, p. 91).
F om a b oade pe spec i e, emphasizing he p ocess o
adop ing and implemen ing echnology, he Technology-
O ganisa ion-En i onmen (TOE) amewo k has been
used o explo e he impac o a ying con ex s (To na zky
& Fleische , 1990). Al hough he amewo k may ini ially
appea simplis ic, i s ill emains applicable oday (e.g.,
Abed, 2020; Ullah e al., 2021), p o iding a ounda ion
o he componen s in ol ed and conside a ions necessa y
when in eg a ing a new echnology solu ion in o exis ing
o ganisa ions. P e ious schola s also ied adap a ions o he
amewo k; o ins ance, looking a obo adop ion, Fi escu
Elec onic Ma ke s (2025) 35:94 94 Page 4 o 25
e al. (2022, p. 9) sugges including humans in he equa ion,
s a ing ha “managemen s a egies ha e o be ocused on
employees’ iden i y, pe sonali y, needs, and expec a ions”.
Simila ly, Awa e al. (2017) expand he TOE model by in o-
ducing indi iduals bu ind ha adop ion is d i en mo e by
he o iginal TOE ac o s han by indi idual ac o s. S icking
o he o iginal componen s bu ins ead emphasizing a holis-
ic app oach, Ullah e al. (2021) use he TOE amewo k in
a mul ilaye ed app oach o isk analysis, unde pinning i s
a ious applica ions a eas and comp ehensi eness.
Taken oge he , echnology adop ion models p o ide
indi idual, o ganisa ional, o mo e holis ic iewpoin s o
echnology adop ion. Al hough many o hese heo e ical
models emain in use oday, ecen esea ch highligh s he
need o a comp ehensi e unde s anding o digi al ans-
o ma ion and challenges he s a us quo o o ganisa ions,
indi iduals, ecosys ems and geopoli ics (Dąb owska e al.,
2022). Simul aneously, inno a ion wi h AI is posi ed o
in ol e o ganisa ional, social, economic and echnological
ac o s (Ma iani e al., 2023). Ac oss sec o s and he a ying
wo k en i onmen s, indi idual ac o s can in luence adop-
ion di e en ly. Fo ins ance, in esponse o use demand
and echnological ad ancemen s, he adi ional, highly
egula ed inancial sec o has pe pe ually in oduced new
p oduc s and se ices. Financial echnology (FinTech) ac o s
ha e isen o he ba and challenged adi ional i ms o keep
up wi h he a ied and dynamic needs o cus ome s in he
digi al e a (Men ion, 2021). Addi ionally, he Co id-19 pan-
demic necessi a ed changes in how inancial se ice i ms
deli e weal h managemen ad ice (G aseck e al., 2020).
As G aseck e al. (2020, p. 4) no e, “Co id-19 has al e ed
clien s’ expec a ions o inancial ad iso (FA)/ ela ionship
manage (RM) in e ac ion, while also unde sco ing he
alue o human ad ice”. Today, in es o s a e mos likely o
use digi al o e ings o mo ing money and se icing hei
accoun s, al hough in-pe son ad ice migh emain mos el-
e an o ansac ions like opening an accoun (Baghai e al.,
2022). Ye , clien engagemen has inc eased se en o en
imes ac oss all digi al channels; 25% o his engagemen is
an icipa ed o be based on digi al applica ions by he end o
2024, wi h only one in i e in e ac ions occu ing ace- o-
ace (G aseck e al., 2020). As he new way o wa d, a ec -
ing bo h o ganisa ions and wo ke s, omnichannel o e ings
and digi al ad ice models a e becoming he key o success
(Baghai e al., 2022; G aseck e al., 2020) and d i ing he
sec o o change. Ye , clea pa hways on how and when o
mo e o machine au oma ed and augmen ed se ices con-
inue o be ques ioned (Pen zold & Bischo , 2023).
Resul ing om inc easing echnology adop ion and a
shi o inc easingly digi al se ice o e ings, o ganisa ional
changes signi ican ly a ec in e nal ope a ions and wo k-
e s. In he inancial sec o , se ice o e ings a e expec ed o
g ow beyond simple money managemen . Thus, o ad iso s
o emain ele an , digi al o e ings ha e o be in eg a ed
wi h adi ional ad ice deli e y and human coun e pa s as
mo e in es o s become com o able wi h digi al-only mod-
els (Baghai e al., 2022). Technological ad ances in he a ea
o inance a e becoming “inclusi e, egali a ian and decen-
alized” (Paul & Sada h, 2021, p. 134), ep esen ed by new
FinTech solu ions on he ma ke , including he de elopmen
o he RA, ha ca e o he masses by p o iding in es men
ad ice h ough algo i hms o build and manage clien po o-
lios (Jung e al., 2018a, 2018b; Phoon & Koh, 2018). Ranging
om simple au oma ion o asse alloca ion o sel -lea ning AI
(Tokic, 2018), RAs ha e he abili y o b ing oge he di e en
use g oups (De Reu e e al., 2017) and inally ca e o he
do-i -you sel in es o as a SST (Wexle & Obe lande , 2020;
Zhang e al., 2021). The in oduc ion o RAs in o inancial
ins i u ions en ails a subs an ial shi in a se ice p o ession
long elian on adi ional ace- o- ace in e ac ions. Apa om
high-ne -wo h clien s who emain loyal o adi ional solu-
ions (Al ock e al., 2023), he new ech-sa y cus ome base
(Me kle, 2020) seeks digi al solu ions and ways o in es a a
small scale, which demands hyb id solu ions and new ways o
human inancial ad iso s o deli e ad ice. Resea che s hus
con inue o deba e he implica ions o RAs on he deli e y and
p o ision o inancial ad ice and se ices, wi h some iewing
hem as a complemen o human ad iso s, while o he s con-
side hem a ans o ma i e o ce ha may ede ine he indus-
y landscape, calling o mo e in-dep h s udies wi h p ac ical
ele ance (Al ock e al., 2023).
Human enhancemen in obo‑ad ice
Robo s ha e long cap u ed he human imagina ion and a e
now e ol ing in o cen al componen s in business ope a-
ions ac oss many sec o s. Al hough obo s a e o en cha -
ac e ised as embodied (Young e al., 2011) and used in
indus ial se ings, he RA has also been ca ego ised as
a i ual obo o disembodied p o essional se ice p o-
ide (Wexle & Obe lande , 2020). Meanwhile, he ex en-
sion o human wo k and combining i wi h echnological
capabili ies goes back decades and has been app oached
in a ious ways. Augmen a ion e e s o he enhancemen
o human capabili ies o p oduc i i y h ough echnolo-
gies in a way ha “somehow add[s] o he human body o
mind” (Raisamo e al., 2019, p. 132). The in e ac ion o
machine and human becomes ele an , wi h he la e a
he co e (Raisamo e al., 2019). Au oma ion, by con as ,
is equen ly used in esea ch o desc ibe he impac o
digi al echnologies and he changing na u e o wo k (e.g.,
Acemoglu & Res epo, 2019; Hanel e al., 2021; Ro a o i
e al., 2021). Au oma ion desc ibes “ he machine execu-
ion o unc ions ha a one ime could only be pe o med
by humans” and ex ends o unc ions “ ha humans do no
wish o pe o m o canno pe o m as accu a ely o eliably
Elec onic Ma ke s (2025) 35:94 Page 5 o 25 94
as machines” (Pa asu aman e al., 2000, p. 286). In se -
ices, au oma ion is also used as a way o au oma e asks
no om wo ke s bu om cus ome s di ec ly by o e ing
sel -se ice solu ions o enable quick and e icien access
o se ices digi ally (Sampson, 2021).
A guably, human beings emain ele an o a ious
asks, hough schola s con inue deba ing he ypes o asks
equi ing human in e en ion. Some a gue ha wha in uses
human ele ance o echnologically enhanced p ocesses can
be closely ied o aci knowledge, whe e “knowing how”
o do some hing e ol es in o “ aci knowing”, o ming
an ex ension o exis ence (Oǧuz & Şengün, 2011). How-
e e , he impac o obo ic and AI-d i en echnologies on
jobs, knowledge and equi ed skills can be di e se, which
consequen ly p o ides a well- esea ched opic ac oss se -
ice sec o s (Mingo o e al., 2021; Paluch & Wi z, 2020;
Panch e al., 2019; Wi z e al., 2018; Xu & Wang, 2021).
While changes o wo ke s a e becoming mo e well-de ined,
esea che s poin o he need o p ac ical o ganisa ional
s a egies add essing di ec and indi ec e ec s on o ganisa-
ions (Ho mann e al., 2020). In obo-ad ice we see he same
need, as esea ch on o ganisa ional adop ion and s a egies
o adap ing exis ing p ac ices and ad iso skills emains
limi ed, despi e schola s con i ming he dis up i e in luence
on adi ional inancial i ms and hei employees (Al ock
e al., 2023). Despi e RA solu ions o e ed by FinTech com-
panies di ec ly o cus ome s, adi ional inancial ins i u ions
main ain high le els o accep ance, expe ise and expe ience
(Ge lach & Lu z, 2021), encou aging ull in eg a ion o RAs
in o exis ing business models and p ac ices.
A c i ical challenge hus emains in unde s anding he
dynamic in e play be ween human and machine a incum-
ben i ms. In pa icula , o he bes o ou knowledge, cu en
esea ch misses a holis ic iew on au oma ion and augmen a-
ion in he con ex o SST which p o ides a pa icula oppo -
uni y o echnology-d i en se ice p o ision ha main ains
human connec ion as needed. Thus, u he in-dep h in es i-
ga ion is needed o unco e he necessa y o ganisa ional con-
side a ions and s a egic ac ions, balancing au oma ion wi h
augmen a ion. Based on he eme gen and in e es ing case o
obo-ad ice, his explo a ion, he e o e, p o ides essen ial
empi ical insigh s o inancial se ice i ms mo ing owa ds
enhanced ope a ional e iciency and e ec i eness.
Resea ch design
Fo his s udy, we adop ed a phenomenon-d i en app oach
ha is well sui ed o o ganisa ional esea ch (Schwa z &
S ensake , 2016) ha explo ed he conside a ions ha a e
necessa y o inancial se ices i ms adop ing RAs and he
ac ions equi ed o success ul implemen a ion. Gi en he
agmen ed li e a u e ac oss a ying esea ch s eams, we
emphasized a holis ic app oach whe e echnology adop-
ion in se ice in e ac ions was iewed om se e al pe -
spec i es. In ligh o he pe sis en di icul ies in adop ing
digi al echnologies and acili a ing o ganisa ional ans o -
ma ion om he mic o- o mac o-le el (Dąb owska e al.,
2022; Raisamo e al., 2019; Ramesh & Delen, 2021), we
u ilized a phenomenon-d i en app oach ha allowed us o
explo e new heo ies based on he da a collec ed o be e
unde s and echnology adop ion in se ice indus ies ha
we e highly a ec ed. We ocused on he inancial sec o
o examine how incumben i ms a e g adually adap ing
adi ional se ices. This sec o has long been a pionee in
digi al echnology adop ion, no ably in oducing he Au o-
ma ed Telle Machine (ATM), which emains one o he
mos commonly used SST e en oday (Cu an & Meu e ,
2005). Though he con e gence o inance and echnology
and he eme gence o in ech ha e been p og essing o
some ime, he ield emains la gely unexplo ed (Jou dan
e al., 2023), in i ing u he esea ch.
Da a collec ion
Due o he eme gen and no el na u e o he opic, we chose
an explo a o y quali a i e app oach, u ilizing in e iews o
ga he in-dep h insigh s in o he ea ly adop ion o RAs. We
decided agains a (compa a i e) case s udy app oach o
he same eason ha adop ion o RAs is s ill nascen , wi h
inancial se ices i ms a a ying s ages o adop ion (i a
all) and employing RAs in many di e en ways. In e iews
p o ided he necessa y lexibili y o explo e he conside a-
ions and ac ions equi ed o in eg a ing RAs in o inancial
se ices, he eby add essing ou RQs di ec ly.
The collec ion o p ima y da a included uns uc u ed
and semi-s uc u ed expe in e iews (L. Ba le &
Va us, 2017) en ailing ansc ip s ( o semi-s uc u ed
in e iews) and/o w i en no es. The in e iew ques ions
sough o unde s and he use and pu pose o RAs, hei
po en ial o au oma ion and augmen a ion o se ice in e -
ac ions, hei impac on inancial ad iso s and he o ganisa-
ion a la ge, and wha is needed o op imise RA adop ion.
Pa icipan s we e selec ed om inancial ad iso s, lead-
e s, and manage s o unde s and conside a ions ega ding
RA adop ion and se ice au oma ion and augmen a ion.
In addi ion, we included s akeholde s om o ganisa ions
such as FinTech companies, consul ing i ms, and academia
o p o ide a mo e comp ehensi e iew o RA adop ion
and i s impac on indus y speci ics and he changing land-
scape. Due o he eme gen na u e o he opic and he a -
ied expe ise o in o man s, we conduc ed a combina ion
o uns uc u ed and semi-s uc u ed in e iews. In o al,
we conduc ed 20 in e iews (n = 20), including uns uc-
u ed scoping in e iews o he s udy’s aming and he

Elec onic Ma ke s (2025) 35:94 94 Page 6 o 25
explo a ion o inancial echnology adop ion a la ge, and
semi-s uc u ed in e iews o a ge ed explo a ion o RA
adop ion and in eg a ion in inancial se ices i ms.
Consul a ions and e iew o he li e a u e e ealed ha
banks we e s ill in he ea ly adop ion phase o obo-ad ice,
u ilizing p ima ily cus ome - acing ools ha had no ye
impac ed ad iso s as expec ed in ully de eloped hyb id
models. As a consequence, we p io i ized in e iews wi h
managemen -le el in o man s in ol ed in he decision-
making p ocesses o adop ing RA echnology, a he han
inancial ad iso s. Table1de ails each in e iewee’s ole
and sec o . In e iews we e conduc ed i ually and las ed
app oxima ely 60min each. They we e eco ded and an-
sc ibed, wi h no es aken du ing in e iews o da a analysis
pu poses.
Among he inancial ins i u ions ep esen ed by pa ici-
pan s, i e o e ed RAs, wi h mos ha ing launched hese
se ices in 2017 o 2018. Two inancial ins i u ions did no
ha e any RA o e ings a he ime o da a collec ion. The
pa icipan pool consis ed p ima ily o medium- o la ge-
sized en e p ises, bo h wi h and wi hou local b anches.
Common among all pa icipa ing banks was hei loca ion in
high-income, highly de eloped coun ies wi h obus social
wel a e sys ems and ad anced economies. Fou in e iews,
conduc ed in Ge man, we e ansla ed in o English p io o
analysis. Financial i ms ha o e ed RAs a he ime o da a
collec ion a e p esen ed in Table2.
We complemen ed ou in e iew da a h ough he col-
lec ion o a a ie y o publicly a ailable da a. In gene al,
any p ima y da a made a ailable can become seconda y
da a (Hox & Boeije, 2005). Consequen ly, we included g ey
li e a u e, de ined as publicly a ailable, open-sou ce in o -
ma ion om go e nmen , academia, business, and indus y,
in bo h p in and elec onic o ma s (Benzies e al., 2006).
To inc ease he numbe o indi idual iewpoin s om
inancial p o essionals and opical expe s on RA adop-
ion, we sea ched o ele an podcas s on he s eaming
pla o m Spo i y on he opic o obo-ad ice, adding 18
podcas s in English and Ge man. These included insigh s
om ce i ied inancial planne s, ounde s, and p o ide s
o RAs. Addi ional da a was selec i ely collec ed h ough
web sea ches ollowing an ini ial e iew o p ima y da a.
Th ough ha e o , we added insigh s in o RA o e ings
om inancial ins i u ions’ websi es, publica ions by ecog-
nised in e na ional inancial ins i u ions on obo-ad ice and
AI mo e b oadly, publicly a ailable iewpoin s, blogs and
s udies om indus y sou ces, consul ing i m publica ions
Table 1 O e iew o in o man s Code Role (specialisa ion) Indus y
ABN1 Financial ad iso Finance
MFN1 Chie execu i e o ice Finance (FinTech)
MCD1 Pa ne ( isk) Consul ing
MCD2 Pa ne ( echnology consul ing inancial se ices) Consul ing
OEA1 P o esso ( inancial echnologies) Educa ion
MBA3 Chie execu i e o ice Finance
OEN1 P o esso (a i icial in elligence) Educa ion
OEU1 P o esso (business ecosys ems and pla o ms) Educa ion
MBN1 Chie inno a ion o ice Finance
MCN1 Pa ne ( inancial se ices isk) Consul ing
MFA1 Founde (in es ing) Finance (FinTech)
OPN1 Subjec di ec o Finance
MBN2 Chie da a o ice Finance
MCG1 Senio manage Consul ing
MBN3 Head o in es men ad iso y Finance
MCD3 Consul ing lead ( inancial se ices) Consul ing
MBG1 Chai o he boa d o di ec o s Finance
MBG2 Di ec o (p i a e and comme cial banking) Finance
MBG3 Expe (in es men and s a egy) Finance
MBS1 P oduc s eam lead ( inancial messaging and acking) Finance
Table 2 O e iew o ypes o inancial se ice i ms included in he
s udy
Financial i m ype
La ge inancial se ices g oup
Medium-sized online bank
Medium-sized co-ope a i e bank
La ge in es men bank and inancial se ices company
Public sa ings bank
Elec onic Ma ke s (2025) 35:94 Page 7 o 25 94
and news i ems. A ew sou ces ep esen he US ma ke ,
which had he highes Asse s unde Managemen (AuM) in
RAs in 2023, p o iding insigh in o mo e es ablished RA
use (S a is a, 2023). TableA1 in he Appendix p o ides an
o e iew o all sou ces. We acknowledge ha he selec ion
o seconda y da a has limi a ions. Loca ing ele an da a
sou ces, e ie ing hem, and e alua ing hei quali y can
be challenging (Hox & Boeije, 2005). While he use o g ey
li e a u e is deba ed, i can ep esen a use ul ool in ea ly-
s age esea ch “ o unco e inno a i e in o ma ion and o
sho en he ime be ween esea ch and p ac ice” (Pappas &
Williams, 2011, p. 228). Thus, we u ilized hese da a sou ces
and iangula ed hem o inc ease ou unde s anding o he
eme gence o RAs.
Da a analysis
Following he collec ion o da a, he analysis in ol ed se e al
s eps: Fi s , in an i e a i e p ocess, he combined insigh s om
p ima y and seconda y sou ces we e used o gene a e a com-
p ehensi e pic u e o he cu en RA ma ke , adop ion and chal-
lenges a incumben i ms. Ra he han using sample- o-popula-
ion s a is ical gene alisa ions—which equi e la ge samples—we
employed analy ical gene alisa ion. This me hod allowed us o
compa e ou da a o exis ing heo y by making p ojec ions abou
he likely ans e abili y o indings h ough heo e ical analy-
sis o he ac o s p oducing he ou comes and hei con ex . The
s udy ocuses on “pa icula iza ion, no gene aliza ion” (S ake,
1995), emphasizing heo y building ins ead o heo y es ing.
Re lec ing on ecen deba es abou quali a i e da a analysis,
Ke in Co ley no es ha “ he e is no one bes way o ga he o
analyse quali a i e da a o induc i e/abduc i e pu poses” and
ha using a sys ema ic app oach can some imes be app op i-
a e (Gioia e al., 2022, p. 247). The e o e, in a second s ep, o
s uc u e and o ganise ou in e iew da a, we chose he Gioia
echnique o da a coding and analysis. Th ough his p ocess,
we aimed o quali a i e igou by p esen ing ou esea ch p o-
cess and he connec ion om da a o concep s and heo y in a
s uc u ed and anspa en way. Ini ially, we compiled he da a
and amilia ized ou sel es wi h he NVi o so wa e package
o quali a i e da a analysis by sea ching o common opics
men ioned by pa icipan s. We hen chose i s -o de codes
o ca ego ise s a emen s “as close as possible o he oice o
he in o man s hemsel es” (Mees-Buss e al., 2022, p. 411)
in Mic oso Excel. Following his ini ial concep ualisa ion,
we explo ed whe he “eme ging hemes sugges [ed] concep s
ha migh help us desc ibe and explain he phenomena we a e
[we e] obse ing” (D. A. Gioia e al., 2013, p. 20). Du ing his
s ep, we also me ged and sepa a ed i s -o de codes ha we e
ei he e y simila o o e ly complex. Eme ging om hese wo
s ages o syn hesis, we began o i e a e be ween “eme gen da a,
hemes, concep s […] and he ele an li e a u e” (D. A. Gioia
e al., 2013, p. 21) o o m agg ega e dimensions. To u he
alida e eme ging hemes and dimensions, we used seconda y
sou ces o e iew and con i m ou in e iew da a, con inuing an
i e a i e p ocess be ween he wo. Figu e1 shows he esul ing
da a s uc u e, which we elabo a e on u he in he indings.
In a hi d s ep, based on he da a and insigh s om he
li e a u e, we de i ed six ac o s (agg ega e dimensions) o
success ul RA adop ion, ep esen ing i m-le el conside a-
ions (RQ1) and ac ions (RQ2). In alignmen wi h he TOE
amewo k, ac o s e lec echnological, o ganisa ional, and
ex e nal aspec s. In con inua ion, aiming o con ibu e o
heo y de elopmen (S ake, 1995), we de i ed p oposi ions,
ollowing es ablished guidance on heo izing (Co nelissen,
2017) and consis en wi h common p ac ices in quali a i e
esea ch (e.g., Cañibano e al., 2025). These p oposi ions
a icula e (1) he conside a ions equi ed o au oma ion,
augmen a ion, and hei in e play, and (2) he co espond-
ing ac ions ha suppo each conside a ion. Acco dingly,
au oma ion s a egies emphasize a echnology-cen ed pe -
spec i e, augmen a ion s a egies highligh a human-cen ed
app oach, and combined au oma ion-augmen a ion s a egies
necessi a e a holis ic iew ha in eg a es bo h. The p oposi-
ions we e p ima ily de i ed om empi ical insigh s, comple-
men ed by heo e ical e lec ion (Ulaga e al., 2021). Building
on hese, we de eloped a concep ual model aligned wi h ou
RQs and p oposi ions. The p oposi ions we e embedded in
ou concep ual model (simila o Alaassa e al., 2022). The
model delinea es six ac o s, each ep esen ing conside a-
ions and co esponding ac ions o RA adop ion, and hei
links o au oma ion and augmen a ion. Finally, we ansla ed
hese p oposi ions in o p ac ical guidelines o inancial se -
ice i ms aiming o adop RAs—p o iding one o e a ching
guideline as key conside a ion and six ac ionable guidelines
based on six dimensions.
Findings
As Fig.1 shows, ou s udy iden i ied six key agg ega ed
dimensions o conside o he adop ion o RAs a incum-
ben i ms: d i e s o RA adop ion, echnology-d i en se -
ice p o ision, ede ini ion o ad iso -clien ela ionships,
o ganisa ional in eg a ion o RAs alongside human ad iso s,
echnical equi emen s and in eg a ion o RAs, and esou ce
acquisi ion and op imisa ion. The sec ions below del e in o
each agg ega ed dimension by examining bo h p ima y (see
in e iewee codes in Table1) and seconda y da a.(Appen-
dix A1)
D i e s o RA adop ion
To unde s and he e ec RAs ha e on incumben inancial
ins i u ions, i is necessa y o unde s and he o igin and pu -
pose o obo-ad ice. In he sea ch o he ea ly beginnings o
Elec onic Ma ke s (2025) 35:94 94 Page 8 o 25
obo-ad ice jus a ew yea s ago, s o ylines abou i s o igin
deno e he p omise o an inno a i e, low-cos inancial solu-
ion o he masses (Bana jee, 2017):
“While banke s we e walking a ound Wall S ee
wi h hei impeccably ailo ed sui s and hei designe
lea he b ie cases, 29-yea -old Jon S ein came up wi h
a new idea and decided o compe e wi h Wall S ee ’s
“wol es” wi h an inno a i e new inancial p oduc .
[…] In Augus 2008, Jon S ein, wi h his oomma e
and iends, signed a simple Be e men ounde ag ee-
men . Wi h he mission o help people li e a be e
li es using a mo e con enien in es men solu ion,
hey buil Be e men om he pe spec i e o enhanced
cus ome expe ience, imp o ing he cus ome ’s ope a-
ional con enience and o e all use expe ience. A his
Fig. 1 Gioia da a s uc u e
Elec onic Ma ke s (2025) 35:94 Page 9 o 25 94
Fig. 1 (con inued)
Elec onic Ma ke s (2025) 35:94 94 Page 16 o 25
may acili a e wo k augmen a ion as wo ke s sha e asks
wi h he RA/AI echnology. Al hough schola s con inue o
deba e au oma ion and augmen a ion, as o ecen ly, he e is
no “sil e bulle ” o i s adop ion, and i o en will depend on
he pa icula si ua ion o ask a hand (Nguyen & Elbanna,
2025). To p o ide a basis o u he esea ch, we he e o e
selec ed he speci ic scena io o obo-ad ice o show he
possible in e play o au oma ion and augmen a ion in se -
ice ansac ions. This u he unde pins he b ead h o such
endea ou s and he need o o ganisa ions o adop holis ic
app oaches conside a e o people, cul u e, echnology, and
p ocesses— e lec ing app oaches known om digi al ans-
o ma ion (E ans e al., 2022; Sa weka e al., 2024).
Consis en wi h Raisch and K akowski (2021), ou ind-
ings show ha managing he balance be ween au oma ion
and augmen a ion in ol es a ce ain dynamic h oughou he
adop ion p ocess. E en mo e so, we ind ha o ganisa ions
in he ea ly adop ion phase may be d i en o au oma e wi h
he aim o ca e ing o cus ome s in o de o s ay compe i i e
and ele an . Augmen a ion, as such, no only becomes pa
o in eg a ing au oma ion (e.g., by equi ing human o e -
sigh o inpu o au oma ing ce ain asks and p ocesses)
bu e ol es as a equi emen o ully scaled in eg a ion.
Thus, wha esea che s e e o as in e wining and en an-
gling (e.g., Isaza & Cepa, 2024; Pen zold & Bischo , 2023),
we ind e lec ed in combined au oma ion and augmen a-
ion s a egies, whe e bo h coexis in he adop ion p ocess.
Th oughou he p ocess, ou indings he e o e sugges an
i e a i e p ocess he eby shi ing back and o h om explo -
ing echnological aspec s and human aspec s. Conside ing
bo h au oma ion and augmen a ion hen en ails mapping
when and whe e in each s ep (e.g., o he in es men man-
agemen p ocess), human wo ke o machine (he e he RA)
a e he main ac o . Thus, ins ead o shi ing he p ocess o
be machine ope a ed (only), a holis ic and augmen a ion-o i-
en ed app oach conside s he e ec on wo ke s, hei abili-
ies (compa ed o machine), shi in equi ed skills, shi in
clien ela ionship and con ac (compa ed o p io p ocess).
F om ha poin onwa d, adop ion necessi a es echnologi-
cal, o ganisa ional, and ex e nal ac o s o sus ain he ans-
o ma ion p ocess— ea i ming he TOE amewo k as a
ele an ool o explo ing au oma ion and augmen a ion.
Second, ou indings ha e no ewo hy implica ions o
he e olu ion o he ad iso y ole and cus ome s in se ice
in e ac ions. Beyond he concep s o au oma ion and aug-
men a ion applicable ac oss con ex s, ou indings u he
Fig. 2 Fi m-le el conside a ions and ac ions o au oma ing and augmen ing wi h SST

Elec onic Ma ke s (2025) 35:94 Page 17 o 25 94
ou unde s anding in se ices. As such, we in eg a e and
emphasize he no ion o hyb id se ice models and he eme -
gen ole o digi al (inc easingly sma ) SST— undamen al
in balancing wo ke and skills sho ages as well as lacking
inancial inclusion. Building on Be e ungen e al. (2019)
and hei concep ualisa ion o sma p oduc s as bounda y
objec s, we posi ion se ice consume and se ice p o ide
connec ed h ough SST in a comp ehensi e se ice sys em,
wi h a ying asks—dependen on abili ies and se ice
equi emen s. In pa icula , we ind ha —in his way—SST
con ibu es no only o au oma ion ( h ough cus ome s) bu
o augmen a ion by in eg a ing sel -se ice solu ions wi h
wo ke s, p o iding as-needed ouchpoin s o in e ac ion,
communica ion, and da a-d i en insigh s. In he speci ic
con ex o obo-ad ice, Die zmann e al. (2023) ou line
h ee dimensions o human-AI in e ac ion, om au oma-
ion o an omnichannel app oach, whe e ad iso s se e as
ne wo k coo dina o s deli e ing AI-assis ed se ices. We
ex end his concep by showing ha hese hyb id se ices,
ailo ed o banking cus ome s and ad iso s, e ec i ely
achie e bo h au oma ion and augmen a ion. Doing so gi es
ise o new se ices on he on end, equi ing ac i e pa -
icipa ion o cus ome s, while adap ing es ablished p ac ices
a he backend, in eg a ing human wo ke s. Consequen ly,
bo h RAs and human ad iso s need o main ain a balanced
ope a ion whe e ad iso in ol emen a ies wi h RA ma u-
i y (inc easing AI adop ion) and cus ome p e e ences
(Al ock e al., 2023; Die zmann e al., 2023). Adding o
Fab i e al. (2023), his con i ms he needed mu ual ecog-
ni ion whe eby hen, SST and wo ke augmen each o he
in hei unc ions. Wi hou a comp ehensi e hyb id model,
a esul ing imbalance migh he e o e ha e nega i e conse-
quences such as educing indi iduals’ pe o mance (M. L.
Ba le & McCa ley, 2019). Thus, as emphasized by ou
indings, holis ic hyb id s a egies ha link wo ke and cus-
ome wi h SST help es ablish human-RA collabo a ion ha
ensu es coexis ence while main aining accoun abili y and
human ouchpoin .
In pa icula , as AI eme ges ac oss sec o s, we ha e ye
o explo e i s p ac ical implica ions o se ice wo ke s,
beha iou s, skills, s a egies, o ganisa ional pe o mance
and o he s akeholde s, along wi h he ole o con ex ual ac-
o s (Coombs e al., 2020). Acco ding o Sp ing e al. (2022),
AI sys ems no only au oma e bu also augmen by eeing
up p o essionals’ ime o “ alue-adding ad iso y wo k” and
p o iding new echnological insigh s and ac ions. While ou
esea ch con i ms ha ad iso s may shi hei asks, we ind
di e ing opinions ega ding hei exac na u e. Fo ins ance,
as inancial se ice i ms may in oduce ( hi d-pa y) RAs,
new asks eme ge such as managing and collabo a ing wi h
(ex e nal) echnology p o ide s o de elopmen eams, os-
e ing collabo a ions wi h FinTech en i ies, ensu ing main-
enance and echnical in eg a ion wi hin exis ing s uc u es
and wo k lows, o gua an eeing egula o y compliance.
In oducing RAs hus is no only a ma e o au oma ion
and new se ice o e ings bu o p ocess adap a ions, o gani-
sa ional ans o ma ion, and human esou ce de elopmen
as he ole o inancial ad iso s e ol es (Die zmann e al.,
2023), as unde lined by ou indings. As such, RAs may
equi e a shi in hinking om simple au oma ed in es -
men managemen ools o in eg a ed sel -se ice solu ions
as pa o a bigge sys emic change owa ds comp ehensi e
and hyb id se ice pla o ms.
As a hi d con ibu ion, ou s udy p o ides in e disci-
plina y insigh , connec ed esea ch s eams, and ad anc-
ing b oade deba es on digi al ans o ma ion, se ice
au oma ion, and AI adop ion. Schola s ha e con inuously
highligh ed ha in oducing digi al echnologies and inno-
a ion pose challenges o a wide a ay o social, economic
and o ganisa ional no ms and hei espec i e s akeholde s
(Dąb owska e al., 2022; Ma iani e al., 2023; To na zky
& Fleische , 1990). While RAs p o ide new oppo uni-
ies o human inancial ad iso s, ou indings show ha
such collabo a i e wo k scena ios lack he echnological
and o ganisa ional ounda ion o no only adop bu o ully
in eg a e RAs in a way ha ul ils hei po en ial. As such,
in o de o accele a e obo-ad ice, we a gue o adop ing
a holis ic iew o SST-d i en au oma ion and augmen a-
ion ha unde s ands all i s socio echnical implica ions
“ o enhance he pe o mance o wo k sys ems” (Pasmo e
e al., 2019, p. 67). Designing nex -gene a ion socio echni-
cal sys ems hen equi es balanced op imisa ion, e olu ion,
and alignmen ac oss ecosys ems, o ganisa ions, echnical,
and social sys ems (Pasmo e e al., 2019). This app oach
necessi a es in e disciplina y collabo a ion o c ea e com-
p ehensi e hyb id se ice models o bo h obo-ad ice and
au oma ed se ices ac oss sec o s, such as heal hca e, con-
sul ing, social, o legal se ices. Mo ing owa ds hyb id se -
ices, as we show, combines he echnical aspec s o o e ing
ully digi alised and au oma ed access (au oma ion) wi h he
human aspec s o e aining he in e pe sonal ouchpoin o
ad ice (augmen a ion), esul ing in comp ehensi e ans-
o ma ions. In a ecip ocal way, hen, machine capabili ies
become ex ended by human capabili y and ice e sa, p o-
iding holis ic, in eg a ed, and u u e-p oo se ices com-
bining he bes o each.
Limi a ions and u he esea ch
While we belie e ha he i m-le el conside a ions and
ac ions iden i ied in ou s udy may ha e b oad applicabili y
ac oss a ious sec o s, we acknowledge ha o ganisa ional
and sec o -speci ic di e ences may necessi a e al e na i e
o modi ied app oaches. Changes in oles and ela ionships
be ween se ice p o ide s and use s, as well as he speci ic
ac i i ies and SST in ol ed, will be unique o each sec o .
Elec onic Ma ke s (2025) 35:94 94 Page 18 o 25
Fo ins ance, a digi al he apy solu ion o pa ien s seek-
ing men al heal h ea men online could simila ly enable
hyb id se ices, allowing heal hca e p o essionals o p o-
ide enhanced and mo e accessible suppo (Bond e al.,
2023). Howe e , compa ed o in es men managemen , he
needed guidance and in ol emen will be playing a mo e
impo an ole equi ing mo e speci ic mechanisms o ensu e
ha human in e ac ion emains whe eas in obo-ad ice ha
op ion may be mo e olun a y. Simila ly o inancial ad ice,
heal hca e p o essionals may need o inc ease digi al li e -
acy in o de o u ilize and adop such ools; howe e , while
inancial ad iso s may be able o edi ec o o he ac i i ies
(Al ock e al., 2023), i may be deba able o wha ex en
heal hca e p o essionals will be able o do so. Mo e esea ch
will hus be equi ed o explo e hese aspec s ac oss sec o s
and con ex s.
Though we ha e explo ed RAs h ough he lens o se -
ice au oma ion and augmen a ion, o he pe spec i es can
be applied. As a SST, he RA akes on he ole o a cus ome
ool, al hough he impac on employees is inc easingly being
no iced. F om ano he angle, he RA can be iewed as a
human ad iso ’s co-wo ke (Ta a da e al., 2022), whe e
he employee’s con ibu ion will ex end beyond “educa ion,
suppo and eco e y” (Hil on e al., 2013), such as sup-
po ing he clien –ad iso ela ionship (Die zmann e al.,
2023) when cus ome s seek mo e han sel -se ice. Fu he
esea ch should explo e RA adop ion in o ganisa ions adop -
ing RAs in hyb id se ice models ( o da e speci ically in
he USA) and explo e RAs as co-wo ke s. Complemen ing
Al ock e al. (2023), who sugges a ange o obo-solu ions
wi h a ying deg ees o au oma ion, we a gue ha obo-
ad ice as such is no an ei he /o p oposi ion; a he , i p o-
ides a ious s ages o in e ac ion om mo e au oma ed o
mo e augmen ed. Fu u e esea ch should explo e he de ini-
ions and applica ion a eas o RAs, inside and ou side o
he inancial con ex , and how hey a ec RA adop ion and
in eg a ion in o o ganisa ional con ex s. Fu he mo e, he
ele ance o he six conside a ions and ac ions, as well as
ou p oposi ions, should be u he es ed empi ically o
he in eg a ion o RAs and o he SST in he inancial and in
ela ed se ice o ganisa ions. Po en ial o au oma ion and
augmen a ion migh di e ac oss con ex s depending on he
se ices p o ided by p o essionals and he needs o espec-
i e use s. Fu he mo e, we no e he need o explo e he
in e ac ions o au oma ion, augmen a ion and SSTs in he
con ex o se ice deli e y o push o o ganisa ional espon-
sibili y in enhancing wo ke wellbeing and cus ome eman-
cipa ion (Lobscha e al., 2021; Wi z e al., 2023). Resea ch
should explo e he ole o co po a e digi al esponsibili y
and how hyb id se ice models can con ibu e o wo ke
wellbeing.
Finally, adding o ou s udy, we encou age con inued
e o s in in e disciplina y esea ch. Cu en con ibu ions
on obo-ad ice a e ep esen ed in ields like in o ma ion
sys ems (Ganbold e al., 2022; Ge e al., 2021; Jung e al.,
2018a, 2018b; Maedche e al., 2019), se ice science (Fla-
ián e al., 2022; Wexle & Obe lande , 2020) and se ice
ma ke ing (Hildeb and & Be gne , 2021; Lewis, 2018;
Man ai & Gup a, 2022; L. Zhang e al., 2021). Al hough
esea ch in hese a eas p o ides ele an insigh s, we call
o mo e in e disciplina y esea ch ha uses a wide lens
on he ull ange o au oma ion’s impac . Value c ea ion
hus should no be iewed only om a cus ome pe spec-
i e bu also om he in a-o ganisa ional pe spec i e, as
“SST will equi e e ec i e managemen o cus ome s and
employees” (Hil on e al., 2013, p. 8). As such, in eg a ing
hyb id se ice models may en ail, o ins ance, aspec s o
human-in- he-loop sys ems, se ice p ocess design, wo k
edesign, change managemen , in e ace design, o se ice
ma ke ing inco po a ing a ious mic o-, meso-, and mac-
ole el aspec s. Ex ending on pu e se ice and managemen
heo y, ansi ioning hyb id se ice models in o oday’s days
and age o AI and indus y 5.0 he e o e equi es a b oade
lens inco po a ing he shi in se ices and he ole o indi-
iduals in i . This u he will allow gene a ing a me ging o
au oma ion and augmen a ion whe eby au oma ion ocuses
on he echnological, and augmen a ion on he indi idual,
o ganisa ional, and in e pe sonal.
Despi e he ele ance o ou indings, his s udy is u -
he limi ed in scope and gene alisabili y o esul s due o
he ea ly s ages o RA adop ion and he limi ed esou ces
and cases o s udy. Howe e , in o de o de elop heo ies
ha help explain p esen phenomena (Schwa z & S ensake ,
2016) and al e how we eac o hem in p ac ice, we ough o
“na ow he gap be ween unde s anding and li ing” (Weick,
1999, p. 135). We hus aim o uel he discou se and p o ide
a basis o u he esea ch on se ice au oma ion and i s
impac on wo ke s and se ice deli e y.
P ac ical implica ions
Fo p ac i ione s, ou indings highligh a ew hings. Fi s ,
hey emphasize ha he adop ion o RAs necessi a es a com-
p ehensi e adop ion s a egy ha will allow o cus ome
au oma ion and wo ke augmen a ion a he same ime. Sec-
ond, we p esen six conside a ions o p ac i ione s seeking
o adop RAs o hose who a e challenged by inc easing
he alue added by RAs in exis ing ope a ions: d i e s o
RA adop ion, he inc easing signi icance o echnology in
se ice p o ision, a ede ini ion o cus ome ela ionships
and wo ke oles, in eg a ion on an o ganisa ional le el,
echnical equi emen s, and he esou ces equi ed. Thus,
we ind a ious easons o inancial se ice i ms o adop
RAs. The adop ion o RAs hen becomes pa o echnol-
ogy-d i en se ice p o ision, equi ing i ms o explo e how
hyb id se ice p o ision models can be acili a ed and how
Elec onic Ma ke s (2025) 35:94 Page 19 o 25 94
hey a ec o he o ganisa ional aspec s. This, pa icula ly,
en ails he impac o inancial ad iso s, hei oles, bu also
he changing in ol emen o cus ome s. Nex o he needed
echnological ounda ion o adop RA echnologies as a
pla o m, o ganisa ional in eg a ion will be equi ed. While
inancial i ms will ha e di e en capabili ies inside he i m,
collabo a ion wi h ex e nal companies and he add-on o
needed esou ces and capabili ies should be conside ed, as
well as egula o y guidance o o he suppo coming om
addi ional s akeholde s. In summa y o he i m-le el ac ions
ou lined in Fig.2, we de i e se en gene al guidelines om
he p oposi ions o RA adop ion in inancial se ice i ms,
as de ailed in Table3.
Fu he , we a gue ha a iew o RAs independen om
he o ganisa ion, i s wo ke s and he se ices p o ided
ails o p o ide he an icipa ed bene i s and hus calls o
app oaching RAs h ough holis ic in eg a ion whe e, i s ,
au oma ion oo in ol es augmen a ion (Raisch & K a-
kowski, 2021), and second, adap a ion no only conce ns
he o ganisa ion in e nally in a human-cen ed app oach
(Pa icio e al., 2022), bu also mus be in eg a ed in o he
su ounding ecosys em as a whole (Hanel e al., 2021). As
a esul , RAs do ne e ully eplace ad iso s; hey change
how inancial se ices ope a e, pa ing he way owa ds a
mo e in eg a i e iew o he p o ision o democ a ised and
holis ic inancial se ices (Finke & Blanche , 2021; Sil e ,
2021).
Holis ic s a egies o hyb id se ices, we a gue, equi e
app oaching RA adop ion om wo angles. Fi s , o ganisa-
ions may be d i en by p o iding new solu ions o cus ome s
eme ging om he au oma ion lens. RAs p o ide accessible
solu ions o an old and a new cus ome base. In o de o
p o ide RAs o cus ome s, hus, o ganisa ions should s a
om he lens o o e ing a new digi al se ice and ensu ing
he echnological capabili ies. Depending on he mos ea-
sible RA solu ion—which may depend on egula o y, mon-
e a y, o o he ac o s— he adop ion and in eg a ion s a egy
equi es he second, and hus, he augmen a ion angle. He e,
he objec i e ex ends beyond he cus ome solu ion owa ds
explo ing he RA impac holis ically and, speci ically, how
he solu ion will become in eg al o he new se ice deli e y.
This en ails s a egizing o , e.g., changes in wo ke oles
and skills, adap a ion o wo k p ocesses, es ablishing he
bounda ies and mu ual bene i o RA and human ad iso , he
possibili y o include ex e nal suppo , and ensu ing compli-
ance and se ice quali y. As such, in e disciplina y eams
may be indispensable o ake digi al se ices o he nex le el
and es ablish hyb id se ices ins ead. To ensu e RA success,
we he e o e p opose aking RA adop ion beyond he lens o
cus ome au oma ion and encou age inancial ins i u ions o
in es iga e mic o-, meso-, and mac o-le el changes.
Conclusion
Au oma ion is sp eading apidly ac oss indus ies, e en as
he g ow h in a ious AI echnologies and obo s con inues
o d i e he deba e on he o ganisa ional changes i en ails.
This pape has explo ed he adop ion o RAs o unde s and
changes o incumben inancial i ms and hei wo ke s
as hey adop SST. Building on a pe sis en discou se on
augmen a ion, and hus, balancing human in e en ion and
machine componen calls o a deepe unde s anding o
wha is equi ed o o ganisa ions o succeed. The indings
o his quali a i e empi ical s udy show ha he applica ion
o RAs a incumben i ms a ies, al hough bo h d i e s and
challenges ha a ec i ms can be ound. Ou concep ual
amewo k p esen s key conside a ions and ac ions equi ed
o in eg a e SST s a egically and holis ically in o exis ing
businesses and hus p o ides a ounda ion o con inued
explo a ion in o changing se ice deli e y models a ec ed
by SST and simila pla o ms wi h a ying deg ees o AI. As
a esul , his pape sheds ligh on he opics o digi al ans-
o ma ion, se ice au oma ion, and wo ke augmen a ion in
p o essional se ices and p o ides di ec ion and guidance
o schola s and o ganisa ional leade s alike.
Table 3 P ac i ione guidelines o RA Adop ion
P oposi ion (P) Guideline
(P1), (P2), (P3) 1: App oach RA adop ion no jus as an au oma ion p ojec , bu as an augmen a ion p ojec : Conside changes in human ad i-
so ole, skills, and clien ela ionships
(P4) 2: Explo e RA adop ion and he ole o RAs o new and exis ing clien s: Ma ch a ying clien g oups and needs wi h a ying
ypes and abili ies o he RA
(P5) 3: Aim o adop RAs in a hyb id mul ichannel se ice model wi h ex ension po en ial
(P6) 4: In eg a e human ad iso s h oughou he RA adop ion p ocess ( om de elopmen o se ice p o ision)
(P7) 5: Enable and suppo ull o ganisa ional in eg a ion o RAs: e.g., change mgm ., adap a ion o se ice deli e y and wo k
p ocesses (balancing o RA and human ad iso )
(P8) 6: P o ide he necessa y echnical ounda ion o RA adop ion: e.g., in as uc u e, da a, in e ace design
(P9) 7: Conside collabo a ion po en ial wi h ex e nal s akeholde s: e.g., o RA solu ion, echnical skills
Elec onic Ma ke s (2025) 35:94 94 Page 20 o 25
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