[{"publication":"Proceedings of the 59th Hawaii International Conference on System Sciences (HICSS 2026)","abstract":[{"lang":"eng","text":"Service systems engineering relies on structured, top-down approaches to designing and\r\ninnovating service systems. In today’s dynamic environments—shaped by digital transformation,\r\nevolving provider–user interactions, and shifting societal demands—these approaches face limitations in enabling continuous, context-sensitive innovation. Continuous Value Shaping emerges as a conceptual extension to service systems engineering, promoting more adaptive and co-evolutionary forms of service system development. This study examines how Continuous Value Shaping manifests through a multiple case study of three public sector projects. We identify distinct manifestations and constellations of the concept’s principles that complement classical\r\nSSE practices. As the first empirical exploration of Continuous Value Shaping, the study refines its\r\nconceptual foundation and enhances its accessibility for researchers and practitioners. We conclude with seven empirically derived propositions that inform future service systems engineering initiatives and demonstrate how Continuous Value Shaping supports the dynamic alignment of service systems with societal and systemic demands."}],"keyword":["Continuous Value Shaping","Service Systems Engineering","Service Science","Public Sector","Service Innovation"],"language":[{"iso":"eng"}],"quality_controlled":"1","year":"2026","publisher":"Association for Information Systems (AIS), IEEE Computer Society Press, University of Hawaii (Manoa)","date_created":"2025-09-16T13:55:52Z","title":"From Engineering to Shaping: A Multiple Case Study on Advancing Service Systems Engineering through Continuous Value Shaping","type":"conference","status":"public","_id":"61310","project":[{"name":"SHAPE : Gestaltung von Dienstleistungsentwicklungsprozessen und lnnovationspartnerschaften mit Unternehmen","_id":"1250"}],"department":[{"_id":"195"}],"user_id":"74374","publication_status":"published","place":"Maui, Hawaii, USA","citation":{"short":"J.M. Schäfer, P. Rajko, D. Angelova, T. Böhmann, in: Proceedings of the 59th Hawaii International Conference on System Sciences (HICSS 2026), Association for Information Systems (AIS), IEEE Computer Society Press, University of Hawaii (Manoa), Maui, Hawaii, USA, 2026.","mla":"Schäfer, Jannika Marie, et al. “From Engineering to Shaping: A Multiple Case Study on Advancing Service Systems Engineering through Continuous Value Shaping.” <i>Proceedings of the 59th Hawaii International Conference on System Sciences (HICSS 2026)</i>, Association for Information Systems (AIS), IEEE Computer Society Press, University of Hawaii (Manoa), 2026.","bibtex":"@inproceedings{Schäfer_Rajko_Angelova_Böhmann_2026, place={Maui, Hawaii, USA}, title={From Engineering to Shaping: A Multiple Case Study on Advancing Service Systems Engineering through Continuous Value Shaping}, booktitle={Proceedings of the 59th Hawaii International Conference on System Sciences (HICSS 2026)}, publisher={Association for Information Systems (AIS), IEEE Computer Society Press, University of Hawaii (Manoa)}, author={Schäfer, Jannika Marie and Rajko, Polina and Angelova, Daniela and Böhmann, Tilo}, year={2026} }","apa":"Schäfer, J. M., Rajko, P., Angelova, D., &#38; Böhmann, T. (2026). From Engineering to Shaping: A Multiple Case Study on Advancing Service Systems Engineering through Continuous Value Shaping. <i>Proceedings of the 59th Hawaii International Conference on System Sciences (HICSS 2026)</i>. 59th Hawaii International Conference on System Sciences (HICSS 2026), Maui, Maui, Hawaii, USA.","ama":"Schäfer JM, Rajko P, Angelova D, Böhmann T. From Engineering to Shaping: A Multiple Case Study on Advancing Service Systems Engineering through Continuous Value Shaping. In: <i>Proceedings of the 59th Hawaii International Conference on System Sciences (HICSS 2026)</i>. Association for Information Systems (AIS), IEEE Computer Society Press, University of Hawaii (Manoa); 2026.","chicago":"Schäfer, Jannika Marie, Polina Rajko, Daniela Angelova, and Tilo Böhmann. “From Engineering to Shaping: A Multiple Case Study on Advancing Service Systems Engineering through Continuous Value Shaping.” In <i>Proceedings of the 59th Hawaii International Conference on System Sciences (HICSS 2026)</i>. Maui, Hawaii, USA: Association for Information Systems (AIS), IEEE Computer Society Press, University of Hawaii (Manoa), 2026.","ieee":"J. M. Schäfer, P. Rajko, D. Angelova, and T. Böhmann, “From Engineering to Shaping: A Multiple Case Study on Advancing Service Systems Engineering through Continuous Value Shaping,” presented at the 59th Hawaii International Conference on System Sciences (HICSS 2026), Maui, Maui, Hawaii, USA, 2026."},"jel":["M15"],"date_updated":"2026-02-05T06:57:02Z","author":[{"last_name":"Schäfer","full_name":"Schäfer, Jannika Marie","id":"74374","first_name":"Jannika Marie"},{"first_name":"Polina","last_name":"Rajko","full_name":"Rajko, Polina"},{"full_name":"Angelova, Daniela","last_name":"Angelova","first_name":"Daniela"},{"first_name":"Tilo","full_name":"Böhmann, Tilo","last_name":"Böhmann"}],"conference":{"end_date":"2026-01-09","location":"Maui, Maui, Hawaii, USA","name":"59th Hawaii International Conference on System Sciences (HICSS 2026)","start_date":"2026-01-06"}},{"user_id":"59677","department":[{"_id":"195"}],"_id":"61410","language":[{"iso":"eng"}],"file_date_updated":"2025-11-10T10:20:48Z","ddc":["380"],"article_type":"original","keyword":["AI","AI consciousness","AI ethics","service systems"],"type":"journal_article","publication":"Journal of Service Management","file":[{"relation":"main_file","success":1,"content_type":"application/pdf","access_level":"closed","file_name":"Breidbach et al, 2025_Conscious AI in Service_w link.pdf","file_id":"62150","file_size":743479,"creator":"dabe","date_created":"2025-11-10T10:20:48Z","date_updated":"2025-11-10T10:20:48Z"}],"status":"public","abstract":[{"lang":"eng","text":"Purpose: The purpose of this study is to identify, analyze, and explain the implications that could\r\narise for service settings if AI systems develop, or are perceived to develop, consciousness – the\r\nability to acknowledge their own existence and the capacity for positive or negative experiences.\r\n\r\nDesign/methodology/approach: This study proposes and explores four hypothetical scenarios in\r\nwhich conscious AI in service could manifest. We contextualize our resulting typology in the\r\nhealth service context and integrate extant literature on technology-enabled service, AI\r\nconsciousness, and AI ethics into the narrative.\r\n\r\nFindings: This study provides a unique theoretical contribution to service research in the form of\r\na Type IV theory. It enables future service researchers to apprehend, explain, and predict how\r\nfunctionally conscious AI in service might unfold.\r\n\r\nOriginality: An increasingly prolific public discourse acknowledges that conscious AI systems\r\nmay emerge. Against this backdrop, this study aims to systematically explore a question that is\r\nperhaps the most critical and timely, but also inherently speculative, in relation to AI in service\r\nresearch by introducing much-needed theory and terminology.\r\n\r\nPractical implications: The ethical use of conscious AI in service could emerge as a distinct\r\ncompetitive advantage in the future. Achieving this outcome involves speculative yet actionable\r\nrecommendations that include training, guiding, and controlling how humans engage with such\r\nsystems, developing appropriate wellbeing protocols for functionally conscious AI systems, and\r\nestablishing AI rights and governance frameworks."}],"date_created":"2025-09-23T11:47:47Z","author":[{"last_name":"Breidbach","full_name":"Breidbach, Christoph","first_name":"Christoph"},{"first_name":"Casper Ferm","last_name":"Lars-Erik","full_name":"Lars-Erik, Casper Ferm"},{"first_name":"Paul","last_name":"Maglio","full_name":"Maglio, Paul"},{"first_name":"Daniel","last_name":"Beverungen","full_name":"Beverungen, Daniel","id":"59677"},{"first_name":"Jochen","last_name":"Wirtz","full_name":"Wirtz, Jochen"},{"first_name":"Alex","full_name":"Twigg, Alex","last_name":"Twigg"}],"publisher":"Emerald","date_updated":"2025-11-10T10:22:59Z","title":"Conscious Artificial Intelligence in Service","publication_status":"inpress","quality_controlled":"1","has_accepted_license":"1","citation":{"chicago":"Breidbach, Christoph, Casper Ferm Lars-Erik, Paul Maglio, Daniel Beverungen, Jochen Wirtz, and Alex Twigg. “Conscious Artificial Intelligence in Service.” <i>Journal of Service Management</i>, n.d.","ieee":"C. Breidbach, C. F. Lars-Erik, P. Maglio, D. Beverungen, J. Wirtz, and A. Twigg, “Conscious Artificial Intelligence in Service,” <i>Journal of Service Management</i>.","ama":"Breidbach C, Lars-Erik CF, Maglio P, Beverungen D, Wirtz J, Twigg A. Conscious Artificial Intelligence in Service. <i>Journal of Service Management</i>.","apa":"Breidbach, C., Lars-Erik, C. F., Maglio, P., Beverungen, D., Wirtz, J., &#38; Twigg, A. (n.d.). Conscious Artificial Intelligence in Service. <i>Journal of Service Management</i>.","short":"C. Breidbach, C.F. Lars-Erik, P. Maglio, D. Beverungen, J. Wirtz, A. Twigg, Journal of Service Management (n.d.).","bibtex":"@article{Breidbach_Lars-Erik_Maglio_Beverungen_Wirtz_Twigg, title={Conscious Artificial Intelligence in Service}, journal={Journal of Service Management}, publisher={Emerald}, author={Breidbach, Christoph and Lars-Erik, Casper Ferm and Maglio, Paul and Beverungen, Daniel and Wirtz, Jochen and Twigg, Alex} }","mla":"Breidbach, Christoph, et al. “Conscious Artificial Intelligence in Service.” <i>Journal of Service Management</i>, Emerald."},"year":"2025"}]