Value Co-Creation in 24/7 Services Generated by Generative Artificial Intelligence

This master’s thesis examines the transformative potential of Generative Artifi-cial Intelligence (GEN AI) in advancing value co-creation within the context of 24/7 digital services, with a particular focus on Finnish trade unions and their career and legal services. The study investigates how GEN A...

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Main Author: Sarosto, Kristian
Other Authors: Informaatioteknologian tiedekunta, Faculty of Information Technology, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2025
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/100258
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author Sarosto, Kristian
author2 Informaatioteknologian tiedekunta Faculty of Information Technology Jyväskylän yliopisto University of Jyväskylä
author_facet Sarosto, Kristian Informaatioteknologian tiedekunta Faculty of Information Technology Jyväskylän yliopisto University of Jyväskylä Sarosto, Kristian Informaatioteknologian tiedekunta Faculty of Information Technology Jyväskylän yliopisto University of Jyväskylä
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description This master’s thesis examines the transformative potential of Generative Artifi-cial Intelligence (GEN AI) in advancing value co-creation within the context of 24/7 digital services, with a particular focus on Finnish trade unions and their career and legal services. The study investigates how GEN AI influences ser-vice delivery and value co-creation processes and identifies key considerations for its effective adoption. The theoretical framework is based on service-dominant logic and micro-level mechanisms, which provide an in-depth un-derstanding of value co-creation in services. Using a qualitative research ap-proach, thematic interviews with experts revealed the opportunities and chal-lenges of GEN AI, particularly in improving service accessibility, efficiency, and personalization. The findings highlight the importance of ensuring reliabil-ity, data security, and ethical considerations in sensitive trade union services. This research offers strategic recommendations for trade unions to adapt to technological developments and meet the evolving needs of their members Tämä pro gradu -tutkielma tarkastelee generatiivisen tekoälyn (GEN AI) muutosvoimaa arvon yhteisluonnin edistämisessä 24/7 digitaalisten palveluiden kontekstissa, keskittyen erityisesti suomalaisiin ammattiliittoihin sekä niiden ura- ja oikeudellisiin palveluihin. Tutkimuksessa selvitetään, miten GEN AI vaikuttaa palveluiden toimitukseen ja arvon yhteisluonnin prosesseihin sekä tunnistetaan keskeisiä näkökulmia sen tehokkaaseen käyttöönottoon. Teoreettinen viitekehys perustuu palveluvetoiseen logiikkaan ja mikrotason mekanismeihin, jotka tarjoavat syvällisen näkemyksen palveluiden arvon yhteisluontiin. Laadullista tutkimusotetta hyödyntäen teemahaastattelut asiantuntijoiden kanssa toivat esiin GEN AI:n mahdollisuuksia ja haasteita, erityisesti palveluiden saavutettavuuden, tehokkuuden ja personoinnin parantamisessa. Tulokset korostavat luotettavuuden, tietoturvan ja eettisten näkökulmien varmistamisen merkitystä herkissä ammattiliittojen palveluissa. Tämä tutkimus tarjoaa ammattiliitoille strategisia suosituksia teknologisen kehityksen mukauttamiseksi ja jäsenten muuttuviin tarpeisiin vastaamiseksi.
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spellingShingle Sarosto, Kristian Value Co-Creation in 24/7 Services Generated by Generative Artificial Intelligence Tietojärjestelmätieteen maisteriohjelma Master's Degree Programme in Information Systems
title Value Co-Creation in 24/7 Services Generated by Generative Artificial Intelligence
title_full Value Co-Creation in 24/7 Services Generated by Generative Artificial Intelligence
title_fullStr Value Co-Creation in 24/7 Services Generated by Generative Artificial Intelligence Value Co-Creation in 24/7 Services Generated by Generative Artificial Intelligence
title_full_unstemmed Value Co-Creation in 24/7 Services Generated by Generative Artificial Intelligence Value Co-Creation in 24/7 Services Generated by Generative Artificial Intelligence
title_short Value Co-Creation in 24/7 Services Generated by Generative Artificial Intelligence
title_sort value co creation in 24 7 services generated by generative artificial intelligence
title_txtP Value Co-Creation in 24/7 Services Generated by Generative Artificial Intelligence
topic Tietojärjestelmätieteen maisteriohjelma Master's Degree Programme in Information Systems
topic_facet Master's Degree Programme in Information Systems Tietojärjestelmätieteen maisteriohjelma
url https://jyx.jyu.fi/handle/123456789/100258 http://www.urn.fi/URN:NBN:fi:jyu-202502182035
work_keys_str_mv AT sarostokristian valuecocreationin247servicesgeneratedbygenerativeartificialintelligence