In service encounters, AI can serve the role of a "third actor." Which role does AI typically perform in this context?

In the context of service encounters, AI often takes on the role of a "third actor" as a performer. In this case, the AI actively engages in the service process by executing tasks or functions that are part of the service experience. For instance, AI can respond to customer queries, process transactions, or personalize experiences based on user data. This active participation supports service efficiency and enhances customer satisfaction by delivering quick and accurate responses.

The performer role is pivotal because it involves not just assisting but actively carrying out service elements that can lead to a more seamless and effective interaction between the service provider and the consumer. This contrasts with the other roles, where the AI might not engage directly or significantly affect the service execution process. Understanding the performer's role helps to appreciate how AI can transform service delivery and customer interaction in various industries.