Marialuisa Marzullo

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About

Marialuisa Marzullo is a leading voice at the intersection of service research, artificial intelligence, and value co-creation, with a particular focus on transformative applications in healthcare. Her work fundamentally explores how emerging technologies—specifically cognitive assistants, robots, and intelligent agents—act as boundary objects that mediate and enhance collaborative practices between humans and machines. In her highly cited 2021 study on boundary work in value co-creation, she demonstrated how these technologies facilitate new forms of interaction, reshaping service ecosystems for an ageing population. Marzullo’s research on AI and human learning, published during the COVID-19 pandemic, broke new ground by shifting the conversation from task automation to how AI can actively foster human learning capabilities—a perspective largely unexplored in service literature. With her papers accumulating over 50 citations in just a few years, Marzullo is recognized for bridging theoretical frameworks with pressing societal challenges. Her notable achievement lies in redefining the role of intelligent agents from mere tools to active participants in co-creating value, offering critical insights for researchers and practitioners navigating the future of human-AI collaboration in service contexts.