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Artificial intelligence (AI) technology is rapidly changing the service industry. Automated social presence (ASP) is an essential construct in AI services. However, there is a lack of conceptualization and a valid measurement scale of ASP. Hence, the objective of the present study is to conceptualize, develop, and validate an ASP measurement scale. With four phases and 1027 Chinese respondents, this study followed rigorous scale development steps. Phase 1 conceptualized the ASP based on previous research. Phase 2 involved the development of measures, including generating items and validating content through individual interviews and expert assessments. Phase 3 involved ASP scale purification and refinement via exploratory factor analysis. In Phase 4, a new survey sample was collected to test the reliability, and validity through confirmatory factor analysis and structural equation modeling. The findings indicated that ASP is a multidimensional construct with five dimensions: social affability, empathy, responsiveness, communication versatility, and competence. Additionally, the developed scale showed sufficient reliability and validity. This study guides the design, development, and deployment of AI beings to enhance the consumer experience in AI services. • ASP captures user experience under functionalism and anthropomorphism in AI services. • Social affability, empathy, responsiveness, communication versatility, and competence • Individual interviews, expert assessments, and factor analyses • ASP positively influences continuance intention. • Organizations can use the ASP scale to detect and enhance user experience. [ABSTRACT FROM AUTHOR]

Salesforce steering is considered an effective management approach for improving sales performance, and various studies have explored the mechanisms of the impact of salesforce steering under different circumstances. However, the performance of salespersons in process innovation is rarely examined. Especially in the context of digital transformation, new business models require front-line employees to master more knowledge to provide more refined and customized services. Based on the organizational learning and sales literature, this study explores the relationship among salesforce steering, salesperson learning and innovative sales performance in service enterprises. It develops and tests a conceptual framework based on a survey of 476 strategic front-line employees (SFLEs) in China's tourism industry. The findings indicate that salesforce steering instruments have no direct effect on innovative sales performance, while exploratory learning and exploitative learning play mediating roles in the relationship between salesforce steering and innovative sales performance. These findings integrate different streams of literature and improve the understanding of the management and learning behaviour of SFLEs in the context of process innovation. Based on the organizational learning and sales literature, this study explores the relationship among salesforce steering, salesperson learning and innovative sales performance in service enterprises. The findings indicate that salesforce steering instruments have no direct effect on innovative sales performance, while exploratory learning and exploitative learning play mediating roles in the relationship between salesforce steering and innovative sales performance. These findings integrate different streams of literature and improve the understanding of the management and learning behaviour of strategic front-line employees in the context of digital transformation. [Display omitted] • Expanded the understanding of salesforce steering in process innovation • Through learning behaviors, clarify the path between salesforce steering and sales performance in the context of digital transformation. • This study is one of the few studies on exploratory and developmental learning at the salesperson level. [ABSTRACT FROM AUTHOR]