University of Twente Student Theses
Exploring drivers and barriers of AI’s impact on servitization
Kippers, More (2025) Exploring drivers and barriers of AI’s impact on servitization.
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| Abstract: | Artificial Intelligence (AI) has gained increasing popularity in the marketing area over the past few years. Servitization, a firm’s transition from a traditional product-centric business model towards a service-centric approach, has been accelerated by AI, positioning the technology as a key strategy for increased revenue growth, enhanced customer satisfaction, and cost reduction. While the benefits and challenges of AI in servitization are widely recognized, and the number of papers in this area has risen significantly, literature has primarily addressed the benefits of AI in servitization, rather than the factors that accommodate and hinder AI’s employment in servitization. This study therefore explores these drivers and barriers of AI in servitizing, focusing specifically on Dutch business-to-business (B2B) firms. Semi-structured interviews were conducted with fourteen interviewees to gather in-depth insights into these accommodators and barriers. The findings provide a better understanding of how these interconnected drivers and barriers of AI apply in the servitization context. Theoretically, this study expands existing knowledge by addressing the underexplored B2B domain of AI in servitization. To practice, this research offers valuable insights for organizations seeking to leverage AI in servitizing. By identifying both drivers and barriers, this research supports firms in making more informed decisions on how to optimize AI, ultimately leading to a more structured, balanced servitization strategy. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/106330 |
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