AHFE Open AccessThe Human Side of Service Engineering
Editors: Christine Leitner, Clara Bassano, Debra Satterfield
Topics: Human Side of Service Engineering
Publication Date: 2025
ISBN: 978-1-964867-58-8
DOI: 10.54941/ahfe1005993
Articles
Attachment Theory in the Digital Age: Exploring the Psychosocial Dimensions of Technology Use
The rapid evolution of digital technologies has profoundly transformed human interactions, raising questions about how psychological constructs, such as attachment theory, influence digital behavior. Attachment theory, developed by Bowlby (1969) and later expanded by Ainsworth et al. (1978), categorizes individuals into secure, anxious, avoidant, and disorganized attachment styles based on early-life experiences with caregivers. These attachment styles shape interpersonal relationships, coping mechanisms, and behavioral responses to social stimuli. In the digital age, where communication and socialization are increasingly mediated by technology, understanding the intersection of attachment styles and technology use is critical for psychological research, technology development, and digital well-being initiatives. This paper explores the relationship between attachment styles and digital technology use, particularly in relation to smartphones, smartwatches, and social media platforms. Through a theoretical synthesis of existing psychological and human-computer interaction research, this paper contributes to the growing interdisciplinary discourse on psychology and digital transformation.
Christian Grosch
Open Access
Article
Conference Proceedings
Trading on Sentiment: Leveraging Generative Artificial Intelligence for Financial Market Predictions
The advent of Generative Artificial Intelligence (AI) has revolutionized the field of financial analysis, offering new methodologies for deriving actionable insights from vast and unstructured datasets. This study explores the application of Generative AI to sentiment analysis within the S&P 500, with the goal of identifying profitable trading opportunities. First, our model analyzes news articles to extract sentiment related to publicly traded companies. Second, the sentiment data is integrated into a trading algorithm by determining buy and sell signals for various stocks. Finally, we evaluate the effectiveness of the trading strategy through backtesting. Key performance metrics, e.g., average return per trade of 11.50%, demonstrate the profitability and risk profile of the strategy.
Johannes Stübinger, Fabio Metz, Julian Knoll
Open Access
Article
Conference Proceedings
Co-Creation in Academic Education: Enhancing Future Skills for the Service Sector
The integration of innovative teaching formats is pivotal in equipping students with the future skills necessary for the service sector. This paper explores the impact of academic education on family-run small and medium-sized enterprises in rural regions. Through a detailed case study, we examine how students engage in co-creation and training activities with local businesses as part of a course. The study focuses on three critical dimensions: "Collaboration", "Skill Development", and "Practical Application".In the realm of "Collaboration", we analyze the dynamics between students and business owners, highlighting the mutual benefits and challenges encountered. Regarding "Skill Development", the paper evaluates the enhancement of students' competencies in areas such as problem solving, communication, and innovation. Under "Practical Application", we assess the applicability and effectiveness of the teaching format in other scenarios, examining its sustainability and impact on educational outcomes.By providing a comprehensive evaluation of these dimensions, the paper aims to offer insights into the design of educational programs that foster essential skills for the service sector, ultimately contributing to the development and sustainability of small and medium-sized enterprises in rural areas.
Sophia Frank
Open Access
Article
Conference Proceedings
Sustainable Entrepreneurship in German Rural Areas: A Survey and Implications for Entrepreneurship Education and Support Programs
Results from studies indicate that starting a sustainability-oriented business is associated with specific challenges. Our aim therefore was to investigate the mindset and needs of sustainable entrepreneurs, focusing on their motivations, challenges and support requirements during the establishment of sustainability-oriented start-ups. The focus was on respective start-ups in two rural and rather conservative regions in Germany. Together with an interdisciplinary group of students at a university course, we conducted guideline-based interviews with N=14 founders of sustainability-oriented enterprises from different business sectors. The interviews were analysed using a category system aligned with the study’s objectives. Findings highlight that sustainable thinking is deeply embedded in the respondents' values, often prioritizing ethical considerations over profit maximization. Many of them face a tension between sustainability and profitability, as sustainable products tend to be more expensive, and there is uncertainty about the availability of willing customers. Moreover, the research identifies specific support needs, including assistance with bureaucratic processes, networking opportunities, and strategies for customer acquisition. We derive implications for higher education institutions’ education as well as for external programmes to support (prospective) sustainable entrepreneurs.
Christian Schadt, Christian Zagel, Janine Koch
Open Access
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Conference Proceedings
Large Language Models for Tacit Knowledge Elicitation in Industry 5.0: A Literature Review
As technological advances drive rapid change towards a human-centric Industry 5.0, integrating human expertise into intelligent systems is essential for adaptive, efficient and resilient operations. This paper investigates the role of Large Language Models (LLMs) in knowledge management, focusing on their ability to elicit tacit knowledge. Through a literature review, current methods for elicitation are explored in dynamic manufacturing environments and it is examined how LLMs can support this process.Tacit knowledge has long been a critical but elusive asset in manufacturing. Traditional methods of eliciting tacit knowledge require significant resources in time and personnel. In this context, LLMs emerge as a promising tool by using natural language processing to engage with operators.The paper examines key challenges, including ensuring operator acceptance of conversational agents. By incorporating operator insights, manufacturers can build an ever-expanding knowledge base that enhances decision-making and operational support. The extracted knowledge can serve as the basis for improving human-machine collaboration and allows continuous refinement of the knowledge base.By providing a thorough review of the current state of tacit knowledge acquisition in manufacturing and analyzing LLM applications, this paper highlights the challenges and opportunities for future developments. Addressing these challenges enables LLMs to bridge the gap between human expertise and increasingly complex production systems, thereby supporting the human-centric vision of Industry 5.0.
Yannick Rank, Ludwig Streloke, Patrick Bründl, Freimut Bodendorf, Joerg Franke
Open Access
Article
Conference Proceedings
From linear to circular: Redefining the customer journey in sustainable fashion
Given the planet’s finite resources, it is essential to rethink and move from the linear 'take-make-waste' approach to more sustainable circular economies. This shift includes designing products that can be easily recycled or biodegraded, considering their entire lifecycle from the start. However, this comes with severe changes affecting producers, consumers, and new stakeholders alike. That is why this study investigates the impact of circular transformation on the customer journey of consumer products. Analyzing the differences between linear and circular systems, as well as variances between the technical and biological loop, promotes a better understanding for future customer relationship management. Through the analysis of exemplary circularity-optimized fashion articles and mapping their journey, practical implications can be derived. The analysis shows that a linear approach to customer journey management does not suffice for circular products. Moreover, it can be seen that initial attraction and retention of consumers play a pivotal role in circular systems, as new business models like subscription services have the potential to lock them in. Significant differences also emerge in the end-of-life stages where products are either taken back by the producer or by another stakeholder for further treatment. This demonstrates the need for bespoke customer journey strategies, which is why an adapted model is proposed to provide a starting point for circularity-optimized customer relationship management, aligned with sustainable practices.
Lotta Straube
Open Access
Article
Conference Proceedings
Rethinking UX Education
The field of User Experience (UX) has evolved rapidly, driven by technological advances, the normalization of Agile methodologies in software design, and the rise of AI. Despite this growth, UX education struggles to keep pace, often prioritizing static concepts or specific tools over the adaptable skillsets required in today’s industry. The gap between classroom learning and real-world application leaves graduates ill-equipped to navigate a dynamic landscape where expectations for UX professionals are broader and more integrated than ever. This paper critiques the current state of UX education and presents a framework to align academic curricula with industry needs.Central to this critique is the understanding that UX should not exist as a siloed field. UX is not visual design, nor is it solely research. It is a process that encompasses problem-solving, iterative learning, and collaboration. To succeed, UX professionals must work as part of a product team, integrating their efforts with developers and other stakeholders to create solutions that reduce costs and deliver value. Yet, many UX programs fail to teach students how products are built from end to end, focusing instead on artifacts like wireframes and mockups rather than the broader process. Classrooms frequently neglect critical skills such as coding, meeting or workshop facilitation, and project ownership, which are essential for effective collaboration with stakeholders and cross-functional teams.The industry’s cyclical need for specialization versus generalization underscores the importance of adaptability. Over-specialization in areas like interaction design or visual design can limit career growth, especially when technological priorities shift. Instead, students should learn the core UX process and apply it across diverse contexts. This adaptability extends to tooling. Tools like Figma are constantly evolving, requiring educators to teach principles rather than platforms to ensure students understand concepts that transcend specific software. The analogy to painting illustrates this approach, where techniques like shading remain consistent regardless of medium (watercolor, acrylic, oil). Mastering tools is not synonymous with mastering UX, or any discipline.To address these gaps, educators must rethink how they prepare students for careers in UX. Programs should emphasize hybrid skills that integrate research, visual communication, and technical understanding. Students must engage in all parts of the product process, learning how to prioritize features with technical leads and collaboratively plan solutions. Education should also foster teamwork and open communication, teaching students how to work asynchronously and synchronously with peers across disciplines. Effective soft skills, such as giving and receiving critique and presenting ideas clearly, are critical for professional success.In addition to foundational changes, UX programs must embrace continuous improvement. Curricula should be updated yearly based on summer research into emerging tools, processes, and best practices. Faculty should cross-train during breaks, exploring industry trends and enhancing their skillsets. This iterative approach mirrors the reality of UX work, where learning and pivoting are constant.Ultimately, the success of UX education lies in preparing students for a rapidly evolving field. By integrating real-world practices, fostering flexibility, and embedding UX within broader product development processes, educators can empower graduates to thrive. This paper challenges institutions to rethink their approach and offers practical strategies to bridge the gap between academic theory and industry expectations.
Ryan G Wilson, Erica Price, Debra Satterfield
Open Access
Article
Conference Proceedings
Expressions of Alamelu: A Cultural Narrative Enhanced with Technology
Expressions of Alamelu, is an interactive multimedia performance introducing non-Indian audiences to Kuchipudi, a classical Indian dance form. Through the use of generative AI imagery and multimedia elements, we aimed to create an engaging, curiosity-sparking experience that deepens appreciation for this traditional art form. The aim of this project was to develop a culturally informed performance that employed innovative storytelling techniques. Data collected through surveys and interviews indicated that audiences placed high value on sensory engagement, educational components, and clarity of narrative. However, the findings also highlighted a major barrier: many participants experienced difficulties in understanding the performance due to insufficient familiarity with its cultural context. Surveys and interviews conducted with cultural enthusiasts revealed a preference for sensory engagement, education, and storytelling, while identifying existing engagement obstacles, such as lack of context and understanding. Concerns regarding the overshadowing of technology were also noted. To address these challenges, several design solutions were integrated: • Projection Mapping: Utilizing projection mapping, we overlaid cultural information on various items typically found in Indian altars. Enabling audiences to gain insights into the symbolic significance of each item. • Narration and Visual Guides: Upon entry into the exhibition space, storytelling slides and narration guide pamphlets complemented the performance to ensure accessibility without diluting authenticity. • Generative AI: Leveraging the most recent advancements in machine learning, we developed an interactive image generation model that translates dancers’ movements into real-time visual representations of song lyrics. This approach provides a form of visual captioning that clarifies how the dancers’ motions symbolically illustrate the song’s content. Utilizing the British Design Council’s double diamond framework to define the problem, conduct user research, prototype solutions, and implement the final performance exhibition. The interdisciplinary team combined expertise in exhibition design, emerging digital technologies, and cultural heritage to create a human-centered, immersive exhibition experience that was open to the public. The project culminated in a one-day exhibition with three performances. With over 70 participants in attendance, the post-event survey revealed overwhelmingly positive responses: Sensory engagement and cultural understanding were highly rated, with many attendees praising the seamless blending of tradition and technology; Generative AI imagery was widely appreciated, especially for its ability to provide context while maintaining the integrity of the dance ; Suggestions included making the experience more immersive with additional visuals and interactive behind-the-scenes elements showcasing AI processes. Attendees described the event as unique, visually stunning, and culturally enriching. Key takeaways included the importance of balancing innovation with tradition and the potential of multimedia elements to make cultural performances accessible to broader audiences.This project demonstrates how technology can enhance cultural storytelling without overshadowing its essence, fostering a deeper appreciation of heritage among diverse audiences. It also highlights the value of interdisciplinary collaboration and human-centered design in crafting memorable experiences.Sources: American Alliance of Museums. “Learning from the Double Diamond: How Divergent and Convergent Thinking Can Improve Collaboration and Problem-Solving in Museums.” American Alliance of Museums, 5 Apr. 2024, www.aam-us.org/2024/04/05/learning-from-the-double-diamond-how-divergent-and-convergent-thinking-can-improve-collaboration-and-problem-solving-in-museums/. Accessed 25 Apr. 2024, Dholia, Esha. “(Cultural) Identity Crisis: The Internet & The Indian Diaspora.” American University Electronic Theses and Dissertations, 2024, https://www.jsr.org/hs/index.php/path/article/view/2594. Accessed 15 May 2024, Derda, Izabela, and Zoi Popoli. “Developing Experiences: Creative Process behind the Design and Production of Immersive Exhibitions.” Museum Management and Curatorship, vol. 36, no. 4, 2021, pp. 384-402, Design Council. “The Double Diamond.” Design Council, www.designcouncil.org.uk/our-resources/the-double-diamond/. Accessed 1 May 2024, Google AI Edge. “Mediapipe.” GitHub, 2023, https://github.com/google-ai-edge/mediapipe, Madsen, Kristina Maria, and Mia Falch Yates. Stability AI. “sd-turbo: Next-Generation Generative AI Model.” Hugging Face, 2023, https://huggingface.co/stabilityai/sd-turbo.cumulo-autumn. “StreamDiffusion.” GitHub, 2023, https://github.com/cumulo-autumn/StreamDiffusion.
Divya Harshini Dhavala, Sofia Ingegno, Gabe Gutierrez, Debra Satterfield
Open Access
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Conference Proceedings
Toward the Inclusion of Human Factors in Intelligence Augmentation: Perspectives From a Bibliometric Analysis
In a society where generative AI is prevalent, theoretical advancements in Intelligence Augmentation (IA), particularly regarding human factors, are essential. Therefore, we review research trends in the IA literature to discuss the future of human intelligence interacting with machines. We analyzed previous IA literature using bibliometric and text mining approaches. This analysis resulted in the finding that IA research argues that not only complements human cognitive capabilities but also enhances the inherent cognitive capabilities of humans. Two large IA areas were also identified during the analysis: areas related to technology and medicine. IA was found to work as an umbrella concept bridging technology-related and medical fields. Finally, we highlight the importance of focusing on human intellect and wisdom to enhance human capabilities and research to theorize this.
Miwa Nishinaka, Kunio Shirahada
Open Access
Article
Conference Proceedings
Generative Artificial Intelligence for Effective Miner Training
This work aims to explore the use of virtual speakers generated by artificial intelligence (AI) to enhance multilingual e-learning experiences. The theoretical framework is based on the growing demand for accessible and effective e-learning platforms that overcome language barriers. Traditionally, creating audio and video content for e-learning is expensive and complex, especially in multilingual contexts. The integration of AI offers personalized and adaptive solutions, improving accessibility and student engagement. The research was conducted in the framework of the European ERASMUS+ project DigiRescueMe, which aims to develop e-learning modules to increase the knowledge and awareness of miners, rescuers and mining engineers on topics related to rescue, risk assessment and mental well-being. The project mainly targets people from Türkiye, Poland, Portugal and Italy, who often do not have a deep knowledge of English or a technical vocabulary in their own language. For this reason, a multilingual approach is essential to effectively engage users. The experiment involved 147 participants from different educational and professional backgrounds. The article highlights the potential of AI-generated virtual speakers to improve the accessibility and effectiveness of multilingual e-learning. Despite a certain preference for human speakers in some contexts, AI offers significant advantages in terms of customization, scalability, and cost reduction. It is crucial to address AI limitations, such as data quality and algorithmic biases, and integrate AI with human instruction to create more balanced and effective learning environments.
Sergio Miranda, Tomasz Niedoba, Oktay Şahbaz, Clara Bassano
Open Access
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Conference Proceedings
Key Findings of the ISSIP White Paper on "AI Challenges to Global Democracy"
This contribution draws attention to the findings of a dedicated ISSIP* Ambassador Series on artifi-cial intelligence (AI) and democracy, which took place in the latter half of 2024.The contribution presents the key findings of this event series, based on the ISSIP White Paper "AI Challenges to Global Democracy", which was published in Spring 2025. The White Paper synthesises insights from a collaborative international community seeking to navigate these complex issues in a series of virtual panel discussions. Experts from diverse fields, representing different regions and jurisdic-tions of the world, explored the complex intersection between AI and democratic governance, with a focus on service innovation. They highlighted the incumbent risks and opportunities of AI and, in particular, how AI might reshape communicating, thinking, deliberation, policy-making, and en-gagement and public trust in democratic institutions. The White Paper also considers the findings from an online survey and position statements gathered from various stakeholders during the Am-bassador Series. Finally, the White Paper highlights key questions for future service science re-search, serving as initial inspiration for improving service research. Given AI’s dual role as both a benefit and a risk to democracy, it advocates for a sandbox environment to explore collective intel-ligence and new democratic models— a key issue in applied ergonomics.*The International Society for Service Innovation Professionals, https://issip.org/
Kazuyoshi Shimada, Christine Leitner, Michele Carroll
Open Access
Article
Conference Proceedings
Engineering the 21st Century Service Economy - The Human Side of Service Innovation and Transformation with AI/ML, Robotics, and Automation
The megatrend in automation driven by exponential increase in computing power and data is transforming diverse service industries and the service systems within them. Here a service system can be viewed as dynamic configurations of people, technology, organizations, and information interconnected by value propositions. Service innovation can be viewed as advances integrating (i) technologies that amplify capabilities; (ii) business models that scale up benefits rapidly; and (iii) institutional arrangements that scale down potential harm to underserved populations, the planet, and future generations.During 2024 Penn State University (PSU) and the International Society of Service Innovation Professionals (ISSIP) collaborated to organize a series of panel discussions to explore the transformation underway across industry sectors as we engineer our 21st century service economy. Panels covered six service industries: healthcare, finance, education, retail & hospitality, and supply chain & logistics, energy & IT. Experts from industry, government, NGO, and academia served as panelists and discussed trends, tools, challenges, and ways to define and measure progress and excellence in the emerging service economy. The key challenges related to the human side of service innovation and transformation:Resistance to Change: Implementing new technologies and processes can be difficult due to resistance from both employees and customers. A significant cultural shift is often needed for successful adoption, and if the culture is not ready, even the best ideas can fail. It's important to bring people along, explaining why changes are needed, and demonstrating how new technologies can improve accuracy and workflow.The Need for New Skills: The digital transformation requires new skills, and companies are actively hiring for roles that didn't exist before. There's also a need for employees to upskill and reskill as technology changes, especially with the rapid advancement of AI. This includes not just technical skills but also soft skills like communication, teamwork, and listening, which are critical in team-based environments. Traditional education may not be adequately preparing individuals for these new roles.Over-reliance on Technology: There is concern that an over-reliance on technology, particularly among younger generations, may be hindering critical thinking and creativity. While AI can assist with many tasks, it cannot replace human skills like interpersonal communication or the ability to engage in nuanced thinking.Bias and Fairness: AI systems are trained on human data, which can perpetuate existing biases and unfairness. It is important to build fairness and unbiased approaches into these systems, ensuring that the benefits of technology are shared across diverse populations.Trust and Transparency: Trust is a major factor in the adoption of new technologies, especially in sectors like healthcare. People may be skeptical of AI and other new technologies if they are perceived as being removed from human interaction. It's critical to establish clear governance structures and controls, and prioritize transparency in how data is used and how decisions are made by AI systems.Data Ownership and Privacy: There are complex questions around who owns the data generated by AI systems. For example, in the context of healthcare, there can be questions about whether data belongs to the patient, the healthcare system, or the company that developed the tool. There are also concerns about the security and privacy of data, and the need for regulations.Balancing Automation and Augmentation: It is important to consider whether to use technology to automate processes or to augment human capabilities. The focus should be on creating human-technology synergies that empower people, rather than simply replacing them. In hospitality, for instance, the application of digital transformation is about augmenting the human experience by removing distractors, whereas automation is more central in the retail industry.Ethical Citation: This abstract was generated using Google’s NotebookLM on January 13th, 2025, based on information assembled by the co-authors. The material has been reviewed by the co-authors and accurately reflects key challenges highlighted by speakers in the series and those who took the survey.
Vittaldas Prabhu, James Clinton Spohrer
Open Access
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Conference Proceedings
Shaping Digital Transformation beyond Circularity
Motivation and PurposeWhile recognizing circular economy and the intuitive appeal that reusing parts of discarded products has for sustainability, Vargo emphasizes in his paper "Beyond Circularity" (Vargo, 2021) that this model adheres and perpetuates a model of economy that is at the root of unsustainability: the make-buy-destroy-rebuy model of goods. As alternative mental and economic model, he presents Service-Dominant (S-D) Logic conceptualizing economic activity in terms of service-for-service exchange with service defined as applying one´s resources for the value of another. And thus, promoting an economic model in which value is provided through service and suggesting that it can be provided independently from material goods. This shift towards providing service instead of embedding it into material goods (e.g. CDs for music or videos) is accelerated by digitalization and the associated opportunity to improve sustainability beyond the circular economy as part of digital transformations. The question of "how to shape digital transformation beyond circularity" is where this research starts. Initially the understanding of the properties and mechanisms of digital transformations is summarized. Afterwards the key dimensions and value constellations of service and service provision are outlined drawing on the theoretical lens of Service-Dominant Logic, Service Science and Service Dominant Architecture (Normann & Ramirez, 1993; Spohrer, Maglio, Vargo, & Warg, 2022). Finally, the service perspectives are conceptually integrated and recommendations for “shaping digital transformation beyond circularity” are derived.Methodology and Approach A conceptual paper with theory synthesis as research design is picked to achieve conceptual integration across multiple theories and concepts (Gilson & Goldberg, 2015; Jaakkola, 2020; Lukka & Vinnari, 2014, 2016; MacInnis, 2011). To outline, structure and understand the fragmented field of digital transformation, its nature, mechanism and its effects, literature reviews are applied as domain theory. Based on the reviews of Vial (Vial, 2019), Nadkarni (Nadkarni & Prügl, 2021), and Hanelt (Hanelt, Bohnsack, Marz, & Antunes Marante, 2021), the core elements of digital transformation are elaborated. For carving out the key dimensions and value constellations of service, service provision, value cocreation and service innovations Service-Dominant Logic, Service Science and Service Dominant Architecture are chosen as method theories. Through conceptual integration of the different perspectives, theoretical knowledge and implications for the practical implementation of "shaping the digital transformation beyond circularity" are built up.Findings In digital transformations, organizations operate in complex value constellations and diverse relationships. This research offers a concept for promoting digital service provision instead of embedding it in material goods and thus for “shaping digital transformation beyond the circular economy”. The key findings are that the success of less natural resource-based, human-centered and sustainable digital transformations depends on fundamental changes in mindsets, economic models and processes. The focus of technology-driven transformations is not on the digital mapping of existing linear processes, but on the mobilization of actors on the path to creating their own value in complex relational value constellations. The core task of management is therefore the reconfiguration of outputs, roles, rules and relationships.
Markus Warg
Open Access
Article
Conference Proceedings
Early Digital Market Insights on Autonomous Vehicles (AVs)
Autonomous vehicles (AVs) represent a transformative innovation poised to redefine the public transportation sector. Early developments and tests of Robotaxis and AV shuttles have demonstrated promising potential for integration with public transport systems, offering opportunities to enhance urban mobility and address last-mile connectivity even with the ambition to reduce overall traffic. At the same time the human factors of passenger fears, technology scepticism, first accidents, bad weather conditions or early weak sensors etc. have shown some of the risks that might challenge a fast market introduction of AVs (McKinsey & Company, 2025). However, the AV market remains nascent, with challenges in obtaining reliable market overviews due to fragmented data and varying regional developments. This study explores these different dimensions through a multidisciplinary approach, providing insights into digital market trends, producer behaviour, and the interplay between traditional vehicle manufacturers, software support or platform providers. By leveraging existing literature and existing empirical data, the study aims to offer a nuanced overview for a better understanding of the multiple interconnected AV landscape.
Christoph Glauser, Peter Kropf, Ricco Kämpfer, Loris Schmid
Open Access
Article
Conference Proceedings
International Comparison of the Personalization Effects of Information Provision in Tourism Video Promotions Utilizing Digital Avatar
In the tourism industry, as the international tourism market expands, digital avatars that can be adjusted in terms of language and appearance to match the target audience are likely to be widely used in tourism video promotions. However, the persuasiveness of video marketing utilizing digital avatars has not been sufficiently examined. Therefore, this study sets the following research question: In tourism video promotions, how persuasive are digital avatars compared to real people, and what are the effects of personalization in information transmission? With a focus on inbound tourism, this study collects data from residents in Japan and US, through a web-based survey promoting tourist attractions in Kyoto, Japan. The main findings indicate that, for Japanese audiences in Tokyo, both real-person and digital avatar video promotions showed positive effects of personalization. On the other hand, for US audiences, personalization in both real-person and digital avatar video promotions resulted in negative effects. These findings suggest that in tourism video promotions using digital avatars, the impact of personalization varies across cultures, highlighting the need to develop culturally optimized strategies.
Hisashi Masuda, Kenta Ichii, Yin Jou Huang
Open Access
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Conference Proceedings
Designing a New Generation of AI-aided e-Participation Public Services
The liberal conception of democracy differentiates between (a) its institutions, such as free elections, political competition parties, freedom of speech that underline the western political system; and (b) regulative ideals that justify and let this system work. When the same institutions are justified differently depending on the underlying regulative ideals, the relationship between them becomes problematic, invoking often such notions as ‘democratic deficit’ and ‘democratic crisis’. These in turn point at the presence of political polarization, lack of meaningful civic participation in politics, and eventually the undermined democratic legitimacy. The aim of liberal democracy is to find an institution that can aggregate individual preferences into collective choice as fairly and efficiently as possible ensuring that different persons are equal and have the same weight in the political community. The aggregation is typically done by using the majoritarian principles of voting to make decisions or pluralistically, when disparate society’s groups influence decisions according to their interest in passing or rejecting such decisions, for example, through position voting. However, neither the majoritarian nor position voting does not envisage changing the initial political preferences so they could account for the views of other persons before the vote. Conversely, a deliberative concept of democracy is based on an open and uncoerced discussion – a form of e-participation public service – that is capable to transform initial preferences and thus accommodate other views. We argue that Artificial Intelligence (AI) can support a new type of e-participation services by using the algorithms specifically designed to alternate voting and discussion through the intertwined AI and human test actions and eventually aggregate political preferences in a more conciliatory manner. We propose that such preferences are semantically revealed with the help of AI through the Habermasian validity claims to normative rightness that serve as the discursively constructed argumentation vehicles. This logic could help better exploit AI benefits to overcome the ills of the social choice theory used in the liberal democratic model to count votes, improve user’s experience of interacting with technology and eventually make political decisions more democratic.
Yuri Misnikov, Victoria Samoilava
Open Access
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Conference Proceedings
Protection of AI/ML end users from ‘bad actors’: Challenges and policy responses
There is widespread agreement globally on the potentially huge benefits and risks associated with the adoption of AI/ML. In a previous article we have explored regulatory frameworks for AI/ML in major global jurisdictions through different lenses. We were interested in comparing how major global jurisdictions, such as the US, China and the EU, approached the challenge of reconciling the potentially disruptive impact of adopting this new technology with the responsibility of policymakers to take into account the interests, needs, and rights of their citizens. At the present time, there is no obvious global consensus on where the balance between the two should be struck. Most recently, an international declaration on the inclusive and sustainable use of AI was signed in Paris by sixty countries, including all EU member states and China, but not the US and the UK.In the absence of a political consensus among major jurisdictions and faced with often divergent regulatory approaches at the national and regional levels, efforts by national and international standard-setting organisations, such as ANSI’s federation of Standard Development Organisations (SDOs), CEN/CENELEC/ETSI, and ISO/IEC/ITU, are bearing the burden of the increasingly important tasks of establishing common AI standards at the technical level. Some of these organisations have created dedicated work streams that expressly seek to incorporate the perspective – and voice – of the citizen into the technology design, development and adoption process. This article will examine the most important of these initiatives and try to assess their possible contribution as well as the implicit limitations of their mandate and capacities.
Christian Stiefmueller, Christine Leitner, Stephen Kwan
Open Access
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Conference Proceedings
Managing Large-Scale Research Facilities for Innovation: Stakeholder Approaches to Institutional Collaboration in Academia
The role of academia has become increasingly central to the development and management of Innovation Ecosystems (IE). By spearheading industry-academia collaboration projects with regional enterprises and facilitating the shared utilization of large-scale research facilities, academia functions as a critical hub for open innovation, enhancing its engagement with industry and society. However, a major challenge lies in fostering effective collaboration across academic departments and institutions to drive such initiatives and ensure seamless facility operations. While prior research on academic collaboration predominantly focuses on individual researchers or laboratory-level efforts, recent studies have begun to explore interdepartmental and inter-institutional collaborations within academia to advance the IE framework. Nevertheless, the issue of providing adequate incentives to encourage academic scientists to participate autonomously and meaningfully in these activities remains unresolved. This study examines these challenges through interviews with academic scientists involved in managing neutron facilities and detailed analyses of relevant case studies. The research identifies key barriers to effective collaboration and proposes actionable strategies for promoting efficient and sustainable IE management. The findings contribute to the advancement of value creation within IE and provide a solid foundation for its long-term sustainability.
Takashi Onoda, Yasunobu Ito
Open Access
Article
Conference Proceedings
Using Fieldnotes to Enhance General Practitioner Training
The purpose of this paper is to report on an educational practice that utilise cultural anthropological findings conducted for health professionals (general practitioners) who engage with patients, families and communities from a comprehensive perspective. We conducted an educational practice focused on sharing fieldnotes with others for general practitioners. This educational practice aimed to help learners become more cognizant of the perspectives they tend to use while having exposure to the perspectives of others. The main contents of the educational practice were (1) lectures and exercises on the concept of cultural anthropology and how to write fieldnotes, (2) fieldwork on ward rounds, and (3) reflection while sharing fieldnotes. In the process of sharing fieldnotes with others, observers talked about the differences in the points they observed between themselves and others, and made comparisons with their own clinical practice. This educational practice indicates that fieldnote taking and sharing can be used as a method for medical practitioners to reexamine events and phenomena from multiple perspectives.
Inoue Kazuoki, Shin-ichi Taniguchi, Yasunobu Ito
Open Access
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Conference Proceedings
The process of explaining secondary findings in cancer genome panel testing, putting into consideration patient benefit
This study aims to explore ways to improve the burden on medical professionals {oncologists, physicians, genetic specialists, hereditary tumour specialists, genetic counsellors} and the benefits for patients in the process of precision oncology genetic test and its secondary findings with a service management perspective. Since former US President Obama announced the Precision Medicine Initiative in his 2015 State of the Union address, the terms and concepts of precision medicine have rapidly gained ground in Japan. Cancer genome medicine is the field in which the implementation of precision medicine is most advanced. By comprehensive sequencing of the genetic mutations of cancer, it becomes possible to select specific treatments. However, hereditary pathological gene mutations may be found incidentally at a certain rate. This is called “secondary finding”. In June 2019, CGP (Comprehensive Cancer Genome Profiling) panel tests for terminal cancer patients were reimbursed by Japan's national health insurance system. 64,047 people have been examined by 31 October 2023 (National Cancer Center, 2024). According to a research by an oncologist: while the probability of reaching treatment was 3.6%, secondary findings were detected in 14.3% of cases. This high rate of secondary findings, even surpassing the rate of achieving the treatment goal, underscores the substantial burden of managing secondary findings (Inagaki et al., 2021). This highlights the urgent need for further research and potential interventions to address this issue. This article focuses on exploring the possibilities for supporting improvements in the process of explaining secondary findings. Ethnographic research: Interview and participant observation was conducted at a general medical institution, O University Hospital, and a cancer-specialized hospital, P Cancer Center, in 2023. An oncologist, a genetic specialist, two genetic counsellors at O University Hospital and a hereditary tumour specialist at P Cancer Center cooperated with the study. The interviews and field notes were coded and analyzed with MAXQDA software using the code matrix technique. Then, we analyzed the data using the “Benefit Delay model”. A marketing professor, Dr Kazuhiro Fujimura formulated it. This concept expresses the time gap between the start of the service delivery process and the point at which the customer perceives the benefit. Dr Fujimura defines three types of customer benefits. Functional Benefit is related to the outcome of the service. He added two more concepts related to the processes: Emotional Benefit and Perspective Benefit. Those make it possible to consider the benefit to the customer (i.e. the patient) even when the primary objective is uncertain (Fujimura, 2018).Through the study, we revealed that both Perspective Benefit and Emotional Benefit positively changed patients. In conclusion, this study advocates for the early involvement of genetic counsellors in the explanation process. By initiating face-to-face meetings with genetic counsellors and maintaining regular contact, patients can use the time until the disclosure of the results to reflect and actively participate. This approach can significantly reduce the overall burden on cancer genome medical professionals and improve patients’ benefits.
Kazuo Sakai, Yasunobu Ito
Open Access
Article
Conference Proceedings
Understanding Neighbor Food Needs and Preferences through an Interactive Dashboard
Food insecurity is a social and economic condition where an individual or household have difficulty to obtain safe and nutritious food. Food insecurity in America is a serious issue given that more than 30 million people in America are food insecure. The complex nature of the problem cannot be address by federal nutrition assistance programs alone. Non-profit hunger relief organizations also play a significant role. Feeding America is the nation’s largest hunger relief organization and has over 200 affiliated food banks. Those food banks used to focus on providing emergency food assistance, more and more are paying more attention to the needs and preferences of the people they serve and provide culturally relevant food and food that meets the dietary and other health considerations. Working with a local food bank and its affiliated partner agencies, neighbor preference data were collected. An interactive dashboard was developed to allow decision-makers of the food bank to make evidence-based informed decisions in complex hunger relief operations such as food procurement and distribution.
Enoch Bonsu, Steven Jiang, Benjamin Morrow, Lauren Davis
Open Access
Article
Conference Proceedings