Ekonomiseminariet: Embodied Agency in the Age of AI

Presenter: Nicklas Salomonson, Professor i företagsekonomi

Abstract: How do customers use their bodies, senses, and surroundings to navigate services? And why does this matter at a time when AI is reshaping markets and everyday life? This seminar introduces the concept of embodied agency, a foundational yet under-theorized way in which customers mobilize their strengths. Moving beyond cognitive and behavioral views, embodied agency highlights how people enact autonomy and inclusion through sensorimotor, spatial, and relational practices. Drawing on collaborative analytic autoethnography, the presentation will outline key dimensions and mechanisms of embodied agency and show how these extend current understandings of vulnerability and strength in marketplace interactions. The seminar positions embodied agency as a constitutive form of customer strength and offers practice-oriented principles for inclusive service design, encompassing spatial, sensory, interactional, and advocacy considerations that are increasingly critical as AI mediates customer experience.

Language: English

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