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Technology is revolutionizing the management logic of service systems. The increasing use of artificial intelligence (AI), in particular, is challenging interaction between humans and machines changing the service systems’ value co-creation configurations and logic. To envision possible future scenarios, this paper aims to reflect upon how the humans’ use of AI technology can impact value co-creation.

The study is developed, at a conceptual level, using selected elements from managerial and marketing theoretical frameworks interested in value co-creation – Service-Dominant Logic, Service Science and Viable Systems Approach (VSA) – used as interpretative tools to reframe value co-creation in the digital age.

The interpretative approach adopted and, in particular, the new VSA notion of Intelligence Augmentation (IA), in the perspective of the information variety model, shed new light on value co-creation in the digital age framing a possible “IA effect” that can empower value co-creation in complex decision-making contexts.

The study provides insights useful in the design and management of service systems suggesting a rethinking of the view of AI as a means for mainly increasing the smartness of service systems and a new focus on the enhancement of the human resources contribution to make the service systems wiser.

The paper provides a refocused interpretative view of the interaction between humans and AI that looks at a possible positive impact of the use of AI on humans in terms of augmented decision-making capabilities in conditions of complexity.

This paper aims to recall the attention on a key challenge for customer relationship management related to the role of human agents in the management of the “switch point” for ensuring the effectiveness and efficiency in a customer-machine conversation.

This study contributes to the discussion about the firms’ approach to artificial intelligence (AI) in frontline interactions under the conceptual umbrella provided by knowledge management studies.

This paper provides a theoretical model for clarifying the role of human intelligence (HI) in AI-based frontline interactions by highlighting the relevance of the actors’ subjectivity in the dynamics and perceptions of customer-machine conversations.

An AI-HI complementarity matrix is proposed in spite of the still dominant replacement view.

Assuming that knowledge management is a pivotal issue in business to improve and maintain competitive advantages, this paper aims to investigate how knowledge management is useful to face challenges about the integration of environment, social and governance (ESG) factors, filling the gap in the literature regarding knowledge management and ESG in the banking world by considering a real case.

Starting from the analysis of the more relevant literature on the topic, this paper describes an illustrative real case through interviews with the credit department of an Italian bank that has adopted a specific sustainability approach. This paper discusses this case in the context of the outlined theoretical background to explore the trends and challenges of ESG integration. The case study allows us to evaluate and expand our theoretical framework, leading to a greater understanding of the complex phenomenon under investigation.

Based on the analysis of the literature combined with the insights that emerged from the experience of the real case, this study shows that there are three primary factors to consider: data issues, competencies and workflow. This study outlines an enhanced knowledge management framework displaying the complexity emerging from the integration of ESG into a bank’s credit department and identify the best practices to pursue.

Given the increasing pressure toward the incorporation of ESG factors into the banking sector, the practical implications of the study are relevant as they provide guidelines for action. Specifically, the practical problems highlighted by the real case, like the priority on themes such as questionnaires, the need for ad hoc commissions and workflow, drive the attention of decision-makers on key aspects to effectively adopt an advanced knowledge management approach aimed at improving the ESG integration. Considering the effect of the banking system on the economy, the best practices this study has identified can also have a positive impact on society as a whole.

The proposed enhanced knowledge management framework offers a guideline to orchestrate ESG integration into banks’ credit departments, considering the increasing need to frame a sustainability-oriented strategic approach that emerges from academic and practical enquiries. This research represents an initial attempt to investigate the integration of ESG factors in the banking system through the lens of knowledge management. The strategic nature of the ESG approach clearly appears in a dynamic environment where stakeholder pressures and regulatory evolutions are strong.