'Digital Human Avatars: an Absorptive Capacity Viewpoint' Leadership, Organisations and Behaviour Research Seminar

This study examines how businesses can effectively deploy conversational agents (CAs) in the form of digital human avatars (DHAs) to provide self-service to users in resolving queries in a relevant and reliable manner. A total of 14 executives of DHA developer companies worldwide were interviewed and 12 hours of podcasts and webinars were analysed with artificial intelligence experts to identify and discuss the factors influencing successful implementation of DHAs. Findings suggest that DHAs require firms to activate and revitalise their processes, structures and mechanisms. The specific capacities needed by firms to adopt DHAs effectively were also identified. Based on the absorptive capacity construct, this study proposes a novel framework that substantiates the Emerging Theory of Avatar by framing the implementation of DHAs to digital technologies enabling DHAs and the firm's ability to utilize external and internal knowledge. This framework can support innovators, entrepreneurs and practitioners to strategically adopt DHAs.

The seminar will be held on 11 January 2024, 1:00pm, in room 208 of the Henley Business School building, Whiteknights campus. For those unable to attend in person there is also the option to dial in remotely via Microsoft Teams. If you are interested in joining, please contact Alex Baker on a.j.baker@henley.ac.uk

LOB research seminars are co-ordinated by Professor Bernd Vogel, Dr Matteo Borghi and Professor Marcello Mariani.