This study aims to analyze AI as an actant that augments the co-creation process, thereby enhancing the brand-customer relationship. Indeed, this paper investigates “augmented co-creation,” which is defined as a socio-technical configuration in which AI does not merely support existing interactions but actively shapes the relational space in which value is created – or destroyed – among brands and customers.
Ghianda, E., Magni, D., Costanzo, F., Mazzucchelli, A., Me, you, and AI: How ai augments value co-creation in brand-customer relationship, Abstract de <<XLI CONVEGNO NAZIONALE AIDEA>>, (Italia, 22-23 January 2026 ), AIDEA, Milano 2026: 1-11 [https://hdl.handle.net/10807/330636]
Me, you, and AI: How ai augments value co-creation in brand-customer relationship
Magni, DomitillaSecondo
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2026
Abstract
This study aims to analyze AI as an actant that augments the co-creation process, thereby enhancing the brand-customer relationship. Indeed, this paper investigates “augmented co-creation,” which is defined as a socio-technical configuration in which AI does not merely support existing interactions but actively shapes the relational space in which value is created – or destroyed – among brands and customers.
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