---
_id: '61310'
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."
author:
- first_name: Jannika Marie
  full_name: Schäfer, Jannika Marie
  id: '74374'
  last_name: Schäfer
- first_name: Polina
  full_name: Rajko, Polina
  last_name: Rajko
- first_name: Daniela
  full_name: Angelova, Daniela
  last_name: Angelova
- first_name: Tilo
  full_name: Böhmann, Tilo
  last_name: Böhmann
citation:
  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.'
  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.'
  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} }'
  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.'
  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.'
  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.'
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
date_created: 2025-09-16T13:55:52Z
date_updated: 2026-02-05T06:57:02Z
department:
- _id: '195'
jel:
- M15
keyword:
- Continuous Value Shaping
- Service Systems Engineering
- Service Science
- Public Sector
- Service Innovation
language:
- iso: eng
place: Maui, Hawaii, USA
project:
- _id: '1250'
  name: 'SHAPE : Gestaltung von Dienstleistungsentwicklungsprozessen und lnnovationspartnerschaften
    mit Unternehmen'
publication: Proceedings of the 59th Hawaii International Conference on System Sciences
  (HICSS 2026)
publication_status: published
publisher: Association for Information Systems (AIS), IEEE Computer Society Press,
  University of Hawaii (Manoa)
quality_controlled: '1'
status: public
title: 'From Engineering to Shaping: A Multiple Case Study on Advancing Service Systems
  Engineering through Continuous Value Shaping'
type: conference
user_id: '74374'
year: '2026'
...
---
_id: '61410'
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."
article_type: original
author:
- first_name: Christoph
  full_name: Breidbach, Christoph
  last_name: Breidbach
- first_name: Casper Ferm
  full_name: Lars-Erik, Casper Ferm
  last_name: Lars-Erik
- first_name: Paul
  full_name: Maglio, Paul
  last_name: Maglio
- first_name: Daniel
  full_name: Beverungen, Daniel
  id: '59677'
  last_name: Beverungen
- first_name: Jochen
  full_name: Wirtz, Jochen
  last_name: Wirtz
- first_name: Alex
  full_name: Twigg, Alex
  last_name: Twigg
citation:
  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>. 2026;37(4):597-621.
    doi:<a href="https://doi.org/10.1108/JOSM-12-2024-0536">10.1108/JOSM-12-2024-0536</a>
  apa: Breidbach, C., Lars-Erik, C. F., Maglio, P., Beverungen, D., Wirtz, J., &#38;
    Twigg, A. (2026). Conscious Artificial Intelligence in Service. <i>Journal of
    Service Management</i>, <i>37</i>(4), 597–621. <a href="https://doi.org/10.1108/JOSM-12-2024-0536">https://doi.org/10.1108/JOSM-12-2024-0536</a>
  bibtex: '@article{Breidbach_Lars-Erik_Maglio_Beverungen_Wirtz_Twigg_2026, title={Conscious
    Artificial Intelligence in Service}, volume={37}, DOI={<a href="https://doi.org/10.1108/JOSM-12-2024-0536">10.1108/JOSM-12-2024-0536</a>},
    number={4}, 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}, year={2026}, pages={597–621} }'
  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> 37, no. 4 (2026): 597–621. <a href="https://doi.org/10.1108/JOSM-12-2024-0536">https://doi.org/10.1108/JOSM-12-2024-0536</a>.'
  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>,
    vol. 37, no. 4, pp. 597–621, 2026, doi: <a href="https://doi.org/10.1108/JOSM-12-2024-0536">10.1108/JOSM-12-2024-0536</a>.'
  mla: Breidbach, Christoph, et al. “Conscious Artificial Intelligence in Service.”
    <i>Journal of Service Management</i>, vol. 37, no. 4, Emerald, 2026, pp. 597–621,
    doi:<a href="https://doi.org/10.1108/JOSM-12-2024-0536">10.1108/JOSM-12-2024-0536</a>.
  short: C. Breidbach, C.F. Lars-Erik, P. Maglio, D. Beverungen, J. Wirtz, A. Twigg,
    Journal of Service Management 37 (2026) 597–621.
date_created: 2025-09-23T11:47:47Z
date_updated: 2026-07-10T12:43:48Z
ddc:
- '380'
department:
- _id: '195'
doi: 10.1108/JOSM-12-2024-0536
file:
- access_level: closed
  content_type: application/pdf
  creator: dabe
  date_created: 2025-11-10T10:20:48Z
  date_updated: 2025-11-10T10:20:48Z
  file_id: '62150'
  file_name: Breidbach et al, 2025_Conscious AI in Service_w link.pdf
  file_size: 743479
  relation: main_file
  success: 1
file_date_updated: 2025-11-10T10:20:48Z
has_accepted_license: '1'
intvolume: '        37'
issue: '4'
keyword:
- AI
- AI consciousness
- AI ethics
- service systems
language:
- iso: eng
main_file_link:
- open_access: '1'
  url: https://www.emerald.com/josm/article/37/4/597/1304514/Conscious-artificial-intelligence-in-service
oa: '1'
page: 597-621
publication: Journal of Service Management
publication_status: published
publisher: Emerald
quality_controlled: '1'
status: public
title: Conscious Artificial Intelligence in Service
type: journal_article
user_id: '59677'
volume: 37
year: '2026'
...