Cognitive engagement with AI‐enabled technologies and value creation in healthcare.

VALUE creation; CUSTOMER relations; CUSTOMER cocreation; ARTIFICIAL intelligence; VALUES (Ethics); CONSUMERS; MEDICAL care

Despite the potential for artificial intelligence (AI)‐enabled technologies in healthcare, their benefits are limited owing to the numerous challenges of cognitive engagement. This research paper explores the factors of "cognitive engagement with AI‐enabled technologies" and its impact on the customers' benefits and value creation. A mixed‐method study was utilized in the Indian health‐care setup where AI‐based technology is developing. The qualitative findings shed light on the factors of cognitive engagement with AI‐enabled technologies. Grounded on the theories of customer benefit, an integrative framework of customer‐perceived financial, experiential, psychological, and functional benefits, alongside perceived instrumental and terminal values, was developed. The quantitative findings of PLS‐SEM explain the dynamics of the patients' cognitive engagement with AI‐enabled technologies. The results enrich a more nuanced understanding of how the patient benefits of AI applications have different impacts on perceived value. The study concludes with theoretical and practical implications. [ABSTRACT FROM AUTHOR]

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