145411 20260306152057.0 doi 10.3390/su16188009 sideral 140276 ART-2024-140276 eng Fehrenbach, David Co-creation with AI in B2B markets: A systematic literature review 2024 Access copy available to the general public Unrestricted Artificial intelligence (AI) has significantly disrupted B2B markets, impacting companies at the product, service, and organizational levels. A key focus is on how to leverage the power of AI to augment and automate activities to create value for customers. One specific form of value creation investigated in marketing is co-creation between parties. Introducing AI into the co-creation process is exciting due to its technological characteristics and the anticipated business value it can bring. This study explores the state of the art in co-creation with AI in B2B markets. It examines how buyers, suppliers, and technology providers interact, along with their motives and characteristics. Furthermore, it investigates the processes enabling these interactions, from the form of AI used and AI tool integration to the necessary capabilities of other actors involved. Finally, this study examines the content of co-creation described in the existing literature and the value created jointly. This review contributes to delineating the interaction between human and non-human actors in a B2B co-creation ecosystem. The implications of this research provide B2B companies with a discussion about the actors, motives, characteristics, processes, and content of co-creation with AI in B2B drivers and barriers of AI for co-creation, mapping the way for success. info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00 info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es 3.3 2024 ENVIRONMENTAL STUDIES 80 / 193 = 0.415 2024 Q2 T2 ENVIRONMENTAL SCIENCES 178 / 376 = 0.473 2024 Q2 T2 GREEN & SUSTAINABLE SCIENCE & TECHNOLOGY 67 / 103 = 0.65 2024 Q3 T2 GREEN & SUSTAINABLE SCIENCE & TECHNOLOGY 67 / 103 = 0.65 2024 Q3 T2 0.688 2024 Geography, Planning and Development 2024 Q1 Environmental Science (miscellaneous) 2024 Q2 Computer Networks and Communications 2024 Q2 Renewable Energy, Sustainability and the Environment 2024 Q2 Hardware and Architecture 2024 Q2 Management, Monitoring, Policy and Law 2024 Q2 Energy Engineering and Power Technology 2024 Q2 7.7 2024 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Herrando, Carolina Universidad de Zaragoza (orcid)0000-0002-2653-2473 Martín-De Hoyos, María José Universidad de Zaragoza (orcid)0000-0002-8491-594X 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 16, 18 (2024), 8009 [13 pp.] Sustainability (Basel) Sustainability (Switzerland) 2071-1050 1102105 http://zaguan.unizar.es/record/145411/files/texto_completo.pdf Versión publicada 2676432 http://zaguan.unizar.es/record/145411/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:145411 articulos driver 2026-03-06-15:18:46 ARTICLE