Theoretical Perspectives on Generative and Agentic AI Adoption in Service Environments

Call for Papers

Journal: Journal of Services Marketing
Publisher: Emerald Publishing
Manuscript Submission Deadline: 26 February 2027

Journal of Services Marketing invites submissions for its Special Issue on Theoretical Perspectives on Generative and Agentic AI Adoption in Service Environments.

About the Special Issue

Generative AI and Agentic AI are redefining service environments by transforming how services are designed, delivered, experienced, and managed. While Generative AI creates content and supports communication, Agentic AI goes a step further by autonomously executing tasks, coordinating activities, allocating resources, and making decisions. These advances challenge traditional assumptions about agency, trust, responsibility, value creation, and human–AI collaboration in service settings.

This Special Issue seeks theory-driven research that advances understanding of how and why Generative and Agentic AI are adopted, governed, and experienced across service environments. The editors particularly encourage contributions that build upon, integrate, refine, or critically evaluate established theories to explain AI acceptance, human–AI interaction, service outcomes, and organisational implications.

Topics of Interest

Submissions may include, but are not limited to:

Theoretical perspectives on Generative and Agentic AI adoption
Human–AI interaction in service environments
Anthropomorphism and social presence
AI affordances and interface design
Trust, ethics, accountability, and governance
AI adoption, acceptance, and continued use
Emotional and psychological responses to AI
AI as a service actor in socio-technical systems
Value co-creation and value co-destruction
Contextual and contingency-based perspectives
Organisational and strategic implications of AI
Service quality, customer experience, and wellbeing

Preferred Article Types

The journal welcomes:

Conceptual Papers
Empirical Research Articles
Qualitative Studies
Quantitative Studies
Experimental Research
Mixed-Methods Studies

Submission Information

Manuscript Submission Opens: 23 June 2026
Manuscript Submission Deadline: 26 February 2027
Manuscripts must be submitted through the journal's ScholarOne Manuscripts submission system.
Authors should select the appropriate Special Issue during the submission process.
All submissions must strictly follow the journal's official Author Guidelines.
Manuscripts must be original, unpublished, and not under consideration elsewhere.

Guest Editors

Mark Anthony Camilleri
Levent Altinay
Sang M. Lee
Cheng Lu Wang

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Theoretical Perspectives on Generative and Agentic AI Adoption in Service Environments

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