Juxtaposing types of AI with machine-integration along actor bonds
| Type of AI | Human-to-machine interaction | Machine-intermediated interaction | Machine-to-machine interaction |
|---|---|---|---|
| AI as decision-making | Literature: Episodic: CRM-systems and decisions by supplier and based on devises such as chatbots Prospective: AI-driven decisions reshape interaction by shifting trust from social relationships to system reliability. While counterparts may develop confidence in machine output, the increasing rationalisation risks eroding the social dimension of B2B interaction | Literature: Algorithmic coordination, dissolving relational level between firms, while fostering trust in intermediary. Trust cues extensively practiced | Literature: Flows of goods and automated supply on episodic level. Literature/prospective: Activities replacing actors as carriers of relationships. Both more inertia through integrated system, while less open to forgive, post hoc evaluations rather than real time by humans |
| Generative AI | Prospective: Replacing suppliers with internalised solutions. Trust questioned based on ethics and authenticity | Prospective: Increasingly more inclusive of preferences. Authenticity of prompting counterpart may lead to doubts | Prospective: Negotiated across machines. Creative outcomes in interactions, not just “if-then”. post hoc evaluations or machine evaluations |
| Reasoning AI | Prospective: More trustworthy solutions, while also more suspect as they cannot be trusted as authentic, reflected on the producing counterpart | Prospective: Preferences more easily incorporated into coordination by machines. Transactional space may allow for relational rooms as the machine becomes clever in coordination | Prospective: Increasingly advanced tasks. Machines evaluating trust in counterpart through crucial assessments |
| Type of AI | Human-to-machine interaction | Machine-intermediated interaction | Machine-to-machine interaction |
|---|---|---|---|
| Literature: Episodic: CRM-systems and decisions by supplier and based on devises such as chatbots Prospective: AI-driven decisions reshape interaction by shifting trust from social relationships to system reliability. While counterparts may develop confidence in machine output, the increasing rationalisation risks eroding the social dimension of B2B interaction | Literature: Algorithmic coordination, dissolving relational level between firms, while fostering trust in intermediary. Trust cues extensively practiced | Literature: Flows of goods and automated supply on episodic level. Literature/prospective: Activities replacing actors as carriers of relationships. Both more inertia through integrated system, while less open to forgive, post hoc evaluations rather than real time by humans | |
| Prospective: Replacing suppliers with internalised solutions. Trust questioned based on ethics and authenticity | Prospective: Increasingly more inclusive of preferences. Authenticity of prompting counterpart may lead to doubts | Prospective: Negotiated across machines. Creative outcomes in interactions, not just “if-then”. post hoc evaluations or machine evaluations | |
| Prospective: More trustworthy solutions, while also more suspect as they cannot be trusted as authentic, reflected on the producing counterpart | Prospective: Preferences more easily incorporated into coordination by machines. Transactional space may allow for relational rooms as the machine becomes clever in coordination | Prospective: Increasingly advanced tasks. Machines evaluating trust in counterpart through crucial assessments |
In the table, “literature” refers to findings from the review on IMP and the broader B2B marketing literature; “prospective” follows from its integration with broader literatures on AI