The effects of AI service quality and AI function-customer ability fit on customer's overall co-creation experience

Purpose The application of artificial intelligence (AI) in the customer market has completely changed customer behaviors. This study aims to investigate the customers' co-creation experiences with AI in the digital age. Design/methodology/approach An online survey was used to collect data from 699 customers who had used AI-enabled banking services. Hypotheses were validated using partial least squares modeling. Findings The findings indicate that the customer response capabilities (e.g. perceived response expertise and perceived response speed) serve as the intermediate processes between the AI service quality and the overall co-creation experience with AI. Moreover, AI function-customer ability fit negatively moderates the direct relationship between the AI service quality and the overall co-creation experience with AI. Originality/value This study improves the current understanding of co-creation by investigating the human–machine co-creation (e.g. customer–AI co-creation) instead of human–human co-creation.