(Un)intended Consequences of AI Sales Assistants

Emmanuel Monod, Mary Beth Watson-Manheim, Ingrid Qi, Elisabeth Joyce, Anne Sophie Mayer*, Flavia Santoro

*Corresponding author for this work

Research output: Contribution to JournalArticleAcademicpeer-review


This study examines the design and implementation of an AI Sales Assistant (AISA) in several companies to understand the relationship between value sensitive design and successful implementation of AI assistants. While the AISA was designed to help and support collaboration, this study found that rather than supporting sales associates, the AISA evolved into a system to exclusively track and monitor them. This study reveals that while values important to the sales associates were considered in its design, a Value Sensitive Design approach to include all stakeholders and their values in the design process might have led to better outcomes.

Original languageEnglish
Pages (from-to)436-448
Number of pages13
JournalJournal of Computer Information Systems
Issue number2
Publication statusPublished - 2023

Bibliographical note

Publisher Copyright:
© 2022 The Author(s). Published with license by Taylor & Francis Group, LLC.


  • Artificial intelligence
  • customer relationship management
  • unintended consequences
  • value sensitive design


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