Wired for work: brain-computer interfaces’ impact on frontline employees’ well-being

Purpose Neurotechnologies such as brain-computer interfaces (BCIs) are rapidly moving out of laboratories and onto frontline employees' (FLEs) heads. BCIs offer thought-controlled device operation and real-time adjustment of work tasks based on employees’ mental states, balancing the potential for optimal well-being with the risk of exploitative employee treatment. Despite its profound implications, a considerable gap exists in understanding how BCIs affect FLEs. This article’s purpose is to investigate BCIs’ impact on FLEs’ well-being. Design/methodology/approach This article uses a conceptual approach to synthesize interdisciplinary research from service marketing, neurotechnology and well-being. Findings This article highlights the expected impact from BCIs on the work environment and conceptualizes what BCIs entail for the service sector and the different BCI types that may be discerned. Second, a conceptual framework is introduced to explicate BCIs’ impact on FLEs’ well-being, identifying two mediating factors (i.e. BCI as a stressor versus BCI as a resource) and three categories of moderating factors that influence this relationship. Third, this article identifies areas for future research on this important topic. Practical implications Service firms can benefit from integrating BCIs to enhance efficiency and foster a healthy work environment. This article provides managers with an overview of BCI technology and key implementation considerations. Originality/value This article pioneers a systematic examination of BCIs as workplace technology, investigating their influence on FLEs’ well-being.