Artificial Intelligence and Value Co-Creation in Product and Service Innovation: A Comprehensive Bibliometric Study

Abstract

This study presents a bibliometric analysis mapping the intellectual structure, thematic evolution, and strategic directions of research on AI-enabled value co-creation in the framework of new product and service development. Through co-citation and co-word analysis, the findings reveal a dynamic and rapidly evolving field rooted in Service-Dominant Logic (SDL). Core motor themes including artificial intelligence, machine learning, big data, and co-creation, demonstrated strong alignment between advanced technologies and collaborative innovation paradigms. While technically oriented topics dominate, the emergence of themes such as ethics, human–AI interaction and participatory design highlights a growing emphasis on human-centered and ethical considerations. Despite strong technical development, the field remains underdeveloped in integrating ethical and societal implications. Future research should focus on advancing conceptual frameworks that unify ethics and human–AI interaction with value co-creation. By addressing these priorities, AI-enabled co-creation research can evolve as a catalyst of the new product and service development process.