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This study investigates whether, how and why AI enhances human agents\u2019 sales through a randomized field experiment.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This study conducts a two-by-two factorial randomized field experiment (<jats:italic>N<\/jats:italic>\u00a0=\u00a01,090) to investigate the effects of AI augmentation on sales. The experiment compares sales outcomes handled solely by human agents with those augmented by AI, while also examining the moderating effect of agents\u2019 experience levels and the underlying mechanisms behind agents\u2019 responses.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results reveal that AI augmentation leads to a significant 5.46% increase in sales. Notably, the impact of AI augmentation varies based on agents\u2019 experience levels, with inexperienced agents benefiting nearly six times more than their experienced counterparts. Mediation analysis shows that AI augmentation improves response timeliness, accuracy and sentiment, thereby boosting sales.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study highlights the role of AI augmentation in human\u2013AI collaboration, demonstrates the varying impacts of AI augmentation based on agents\u2019 experience levels and offers insights for organizations on how to regulate AI augmentation to enhance agent responses and drive sales.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-11-2022-0859","type":"journal-article","created":{"date-parts":[[2024,11,6]],"date-time":"2024-11-06T07:54:56Z","timestamp":1730879696000},"page":"2357-2389","source":"Crossref","is-referenced-by-count":7,"title":["How effective is AI augmentation in human\u2013AI collaboration? 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