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Digitization is more than using digital technologies to transfer data and perform computations and tasks. Digitization embraces disruptive effects of digital technologies on economy and society. To capture these effects, two perspectives are introduced, the product and the value-creation perspective. In the product perspective, digitization enables the transition from material, static products to interactive and configurable services. In the value-creation perspective, digitization facilitates the transition from centralized, isolated models of value creation, to bidirectional, co-creation oriented approaches of value creation.
Platforms and their surrounding ecosystems are becoming increasingly important components of many companies' strategies. Artificial Intelligence, in particular, has created new opportunities to create and develop ecosystems around the platform. However, there is not yet a methodology to systematically develop these new opportunities for enterprise development strategy. Therefore, this paper aims to lay a foundation for the conceptualization of Artificial Intelligence-based service ecosystems exploiting a Service-Dominant Logic. The basis for conceptualization is the study of value creation and particularly effective network effects. This research investigates the fundamental idea of extending specific digital concepts considering the influence of Artificial Intelligence on the design of intelligent services, along with their architecture of digital platforms and ecosystems, to enable a smooth evolutionary path and adaptability for human-centric collaborative systems and services. The paper explores an extended digital enterprise conceptual model through a combined, iterative, and permanent task of co-creating value between humans and intelligent systems as part of a new idea of cognitively adapted intelligent services.