How Artificial Intelligence Matches Services for a Product? An event-related potential perspective

The application of artificial intelligence provides new approaches for intelligent product-service systems, and an increasing number of service-oriented manufacturing enterprises are leveraging artificial intelligence (AI)to achieve value co-creation with customers. Service-dominant logic posits that interactions between consumers and providers constitute the primary source of value creation, highlighting the need to explore methods for matching products with appropriate services. In the process of intelligently matching additional services to products, whether the “similarity principle” or the “heterogeneity principle” better aligns with customer expectations remains to be explored. This study employs event-related potential (ERP) methodology to examine how product-service compatibility influences customer cognitive engagement and purchase intention by analyzing ERP components associated with cognitive processing. By proposing a method to determine product-service compatibility, this study provides insights for matching intelligent product-service combinations in an AI-driven context. The findings offer guidance for delivering personalized product-service combinations in platform economies and AI ecosystems, enabling enterprises to achieve value co-creation by enhancing product-service compatibility. This research contributes to the design and optimization of intelligent product-service systems.