Guiding principles for the development of adaptive self-regulating guidelines for the use of generative artificial intelligence in the business customer experience — Kanganga & Mtotywa (2026)
Generative Artificial Intelligence (GenAI) is reshaping business customer experiences. However, the benefits of adopting GenAI are competing with the inherent shortcomings like biases and hallucinations. Therefore, to mitigate the risks of GenAI adoption, the study develops guiding principles to achieve adaptive self-regulation in the use of GenAI within business customer experiences. The theories undergirding the research are Albert Bandura’s Social Cognitive Theory (SCT) of self-regulation and Cybernetics. This theoretical triangulation overlaps on how information is processed to…
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