Theoretical Perspectives on Generative and Agentic AI Adoption in Service Environments
DETAILS
Call for Papers
Theoretical Perspectives on Generative and Agentic AI Adoption in Service Environments
Journal: Journal of Services Marketing
Publisher: Emerald Publishing
Manuscript Submission Deadline: 26 February 2027
The Journal of Services Marketing invites submissions for a Special Issue exploring theoretical perspectives on the adoption, use, governance, and impact of Generative AI (GenAI) and Agentic AI in service environments.
About the Special Issue
Generative and Agentic AI are transforming how services are designed, delivered, experienced, and managed. While GenAI systems such as large language models generate content in response to human prompts, Agentic AI can operate more autonomously—monitoring situations, initiating tasks, coordinating activities, and managing processes.
The Special Issue seeks theory-driven and conceptually rigorous research explaining how, why, and under what conditions these technologies are adopted, adapted, governed, or resisted across service settings.
Researchers are particularly encouraged to move beyond descriptive studies and develop strong theoretical explanations of AI acceptance, human–AI interaction, trust, autonomy, social presence, accountability, responsibility, and value creation.
Key Research Areas
Submissions may address topics including:
Theoretical perspectives on Generative and Agentic AI adoption in services
Human–AI interaction and AI-enabled service experiences
Anthropomorphism, social presence, and human–AI relationships
AI affordances, interface design, and customer experiences
Trust, ethics, accountability, and relational governance
Emotions, expectations, and psychological responses to AI
AI acceptance, adoption, resistance, and continued usage
AI as an autonomous service actor within socio-technical systems
Value co-creation and value co-destruction through AI
Contextual and contingency factors affecting AI effectiveness
Organizational and strategic implications of Agentic AI
Policy and governance implications of AI-enabled services
Comparative and multi-theoretical models of AI adoption
Theoretical Perspectives
Researchers may draw upon or integrate established theories such as Technology Acceptance Model (TAM), UTAUT, Theory of Planned Behavior, Anthropomorphism Theory, Affordance Theory, Social Presence Theory, Self-Determination Theory, Trust–Commitment Theory, Diffusion of Innovations, Cognitive Fit Theory, Expectation-Violation Theory, Social Cognitive Theory, Assemblage Theory, and Human–Computer Interaction theories.
Submissions developing new theoretical models specifically for GenAI and Agentic AI in service environments are particularly encouraged.
Research Approaches
The Special Issue welcomes:
Conceptual research
Qualitative studies
Quantitative research
Experimental studies
Mixed-methods research
All submissions should demonstrate strong theoretical grounding and clear relevance to services marketing.
Guest Editors
Mark Anthony Camilleri
Levent Altinay
Sang M. Lee
Cheng Lu Wang
Contact: mark.a.camilleri@um.edu.mt
Important Dates
Manuscript Submissions Open: 23 June 2026
Manuscript Submission Deadline: 26 February 2027
Submission Information
Manuscripts should be submitted through ScholarOne Manuscripts. During submission, authors should select the appropriate Special Issue title when prompted to choose the issue.
Submitted manuscripts must not have been previously published or be under consideration for publication elsewhere while under review.
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