Purpose

In this article, we reflect on how smart technology is transforming service research discourses about service innovation and value co-creation. We adopt the concept of technology smartness’ to refer to the ability of technology to sense, adapt and learn from interactions. Accordingly, we seek to address how smart technologies (i.e. cognitive and distributed technology) can be powerful resources, capable of innovating in relation to actors’ agency, the structure of the service ecosystem and value co-creation practices.

Design/methodology/approach

This conceptual article integrates evidence from the existing theories with illustrative examples to advance research on service innovation and value co-creation.

Findings

Through the performative utterances of new tech words, such as onlife and materiality, this article identifies the emergence of innovative forms of agency and structure. Onlife agency entails automated, relational and performative forms, which provide for new decision-making capabilities and expanded opportunities to co-create value. Phygital materiality pertains to new structural features, comprised of new resources and contexts that have distinctive intelligence, autonomy and performativity. The dialectic between onlife agency and phygital materiality (structure) lies in the agencement of smart tech–enabled value co-creation practices based on the notion of becoming that involves not only resources but also actors and contexts.

Originality/value

This paper proposes a novel conceptual framework that advances a tech-based ecology for service ecosystems, in which value co-creation is enacted by the smartness of technology, which emerges through systemic and performative intra-actions between actors (onlife agency), resources and contexts (phygital materiality and structure).

中文翻译：

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onlife与phygital的代理：智能技术赋能的价值共创实践

目的

在本文中，我们反思智能技术如何改变有关服务创新和价值共创的服务研究话语。我们采用“技术智能”的概念来指技术感知、适应和从交互中学习的能力。因此，我们寻求解决智能技术（即认知和分布式技术）如何成为强大的资源，能够在参与者的代理、服务生态系统的结构和价值共创实践方面进行创新。

设计/方法论/途径

这篇概念性文章将现有理论的证据与说明性示例相结合，以推进服务创新和价值共创的研究。

发现

通过onlife和materiality等新技术词汇的表演性表达，本文确定了代理和结构创新形式的出现。Onlife 代理需要自动化、关系性和表演性形式，提供新的决策能力和扩大共同创造价值的机会。物理物质性属于新的结构特征，由具有独特智能、自主性和表演性的新资源和环境组成。生命主体与物理物质性（结构）之间的辩证关系在于智能技术支持的价值共创实践的代理，其基础是成为的概念，不仅涉及资源，还涉及参与者和环境。

原创性/价值

本文提出了一种新颖的概念框架，该框架推进了基于技术的服务生态系统生态，其中价值共同创造是通过技术的智能来实现的，而技术的智能是通过参与者（onlife代理）、资源和参与者之间的系统性和执行性的内部行动而出现的。环境（物理物质性和结构）。