... human agents’ sales through a randomized field experiment. Design/methodology/approach This study conducts a two-by-two factorial randomized field experiment (N = 1,090) to investigate the effects of AI augmentation on sales. The experiment compares sales outcomes handled solely by human...

.... Design/methodology/approach A field experiment was conducted with 119 seekers in a PVC using a 2 × 2 factorial design of seekers’ expertise (i.e. expert versus novice) and task complexity (i.e. low versus high). Findings The study reveals three significant insights: (1) For a high-complexity task...