Virtual agents in the public service: examining citizens’ value-in-use

The importance of today’s public sector delivering citizen-centric services enabled by technology is well recognized. To deliver such services, the public sector is turning to artificial intelligence, and in particular virtual agents (VA). This research examines how citizens gain value from interacting with VAs in a public sector setting. Through empirical research, utilizing transcripts from citizens’ interactions with a VA, four dimensions of value-in-use were identified. This adds to the theoretical body of knowledge on value co-creation in public service settings and provides practical insights into how citizens use VAs and possible avenues for future investment and improvements.