How does artificial intelligence enable and enhance value co-creation in industrial markets? An exploratory case study in the healthcare ecosystem

The technological revolution brought about from the digital transformation is dramatically reshaping how firms co-create value in B2B industrial markets. Among the many forms digital technologies can take, artificial intelligence is having the strongest pervasive impact. Relying upon empirical evidence stemming from a case study in the healthcare industry, our research aims at understanding how different types of artificial intelligence-based solutions support firms in co-creating value in B2B industrial markets. We advance an integrative framework having two iterative loops. The first iterative loop connects the technology service providers with the healthcare customers, showing how artificial intelligence-based customer-centric solutions are co-created through perceptive and responsive mechanisms; the second iterative loop connects the healthcare customers with the patients, enhancing operational practices through users’ knowledge and resulting in better care and improved patient journey. Implications for theory and practice are discussed and ideas for future research are presented.