Cognitive Moats

The future of customer experience is no longer just conversational—it’s deeply vocal. 🎙️Many organizations still rely on robotic, inflexible Interactive Voice Response (IVR) systems that frustrate customers. While digital assistants like Siri or Alexa set the stage for basic voice interaction, modern service organizations need to aim much higher

This research investigate the  psychological and social effects  of integrating  artificial intelligence  into collaborative work teams. Through three empirical studies, the authors explore how an AI teammate's  social presence  influences a person's  motivation to contribute  to collective tasks. The results indicate that while people initially perceive AI as having less presence than hum...

This  academic editorial  from the  Journal of Management Studies  examines the profound ways  artificial intelligence  is currently reshaping work, leadership, and institutional structures. The authors argue that scholarly research must move beyond treating AI as a single tool, proposing instead a  heuristic framework  that distinguishes between predictive, generative, agentic, and embodied syste...

We've all seen AI fail in customer service. But how should your AI system apologize to actually repair trust? Recent research on "AI Apology" highlights that as we deploy more customer-facing AI—from support chatbots to hospitality robots—we must intentionally design how they recover from mistakes. A poorly designed apology can severely damage the user's perception of your system...

This research examines how  generative artificial intelligence (GenAI)  acts as an agentic force that transforms  service systems  through its interaction with human actors. By moving beyond the view of technology as a passive tool, the authors introduce the concept of  human–GenAI hybrids  that co-create  hybrid intelligence  and alter traditional task delegation. The paper identifies two unique...

In our fast-paced, unpredictable business environments, leaders constantly face chaotic challenges. Weick and his co-authors remind us that we don't just decide our way out of chaos; we "make sense" of it. Sensemaking involves turning an overwhelming flow of circumstances into a situation that is comprehended in words and serves as a springboard into action. It’s the critical moment...

This academic paper explores the evolution of  absorptive capacity , redefining it as a  dynamic capability  essential for a firm’s long-term success. The authors distinguish between  potential capacity , which involves finding and processing information, and  realised capacity , which focuses on applying that knowledge to create value. By clarifying these definitions, the research highlights how...

Scaling AI isn't just about deploying the latest technology; it is about fundamentally redefining how you co-create value. While "co-creation" is a popular buzzword, it is rigorously defined as the enactment of creation through interactions across platforms that connect people, processes, interfaces, and digital artifacts. When adopting AI at scale, practitioners aren't just inst...

Are you trying to "acquire knowledge" about AI, or are you "knowing in practice"? As Artificial Intelligence reshapes our workflows, many of us are scrambling to learn new tools. But there is a massive difference between reading about AI and actually having the competence to use it. Traditional views often treat knowledge as a static "thing" that can simply be capture...

Often described as the "grammar of action," organizational routines are the repeated, recognizable patterns of behavior that drive your daily operations. While adopting AI represents a massive macro-level strategic shift, the true transformation actually happens at the micro-level of these daily routines. Integrating tools like Large Language Models isn't merely about automating task...

This scholarly article explores a  strategic framework  for integrating  artificial intelligence  into the service sector to improve  customer engagement . The authors categorise technology into three progressive levels:  mechanical ,  thinking , and  feeling AI , each offering distinct advantages like  standardisation ,  personalisation , and  relationalisation . As machines become more sophistic...