AI-Driven Value Creation in B2B Service Firms: An Exploratory Cross-Sectoral Study

In recent years, artificial intelligence (AI) has emerged as a technological enabler and strategic asset capable of transforming internal and external processes and redefining how service organizations interact with their stakeholders and in their networks. This study investigates how AI contributes to the value creation process in business-to-business (B2B) service. Through a cross-sectoral exploratory study, until now 8 semi-structured interviews have been conducted with key informants operating in B2B service firms. The preliminary findings of this ongoing study suggest that AI plays a key role in three major areas of value creation, i.e., (1) effectively positioning the brand of service firms, by enabling advanced analyses of the competitive environment and supporting the development of targeted branding strategies; (2) optimizing resource mobilization, by improving the allocation and utilization of both financial and human capital through predictive analytics; and (3) strengthening business relationships with key stakeholders, by facilitating more personalized and responsive interactions which enhance trust, loyalty, and long-term engagement. The results of this study contribute to the academic debate on the role of AI in value creation process of B2B service firms and present several managerial implications for professionals and policy makers operating in the service ecosystem.