Artificial Intelligence (AI) is about imbuing machines with a kind of intelligence that would otherwise mainly be attributable to humans. Extant literature suggests that, while AI may not yet be ready to completely take over the more creative tasks within the innovation process, our experience...

Purpose This study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers’ personal features. Virtual co-creation is considered a viable strategy to develop consumer-centered products in the digital era. As an additional...