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Generative Artificial Intelligence (GenAI) is reshaping business customer experiences. However, the benefits of adopting GenAI are competing with the inherent shortcomings like biases and hallucinations. Therefore, to mitigate the risks of GenAI adoption, the study develops guiding principles to achieve adaptive self-regulation in the use of GenAI within business customer experiences. The theories undergirding the research are Albert Bandura’s Social Cognitive Theory (SCT) of self-regulation and Cybernetics. This theoretical triangulation overlaps on how information is processed to self-regulate GenAI. Cybernetics focuses on the use of feedback (information) to effect control and maintain equilibrium. Whereas Albert Bandura’s SCT of self-regulation highlights the role of information about internal, environmental, social or collective goals and standards in influencing decision making. This decision making is informed by making observations or garnering information from self-monitoring, making a judgement and taking self-reactive measures to self-regulate. The research gap and rationale behind adaptive self-regulation is the systemic lag between the development of GenAI and the adaptive self-regulation. To this end, the high costs and elongated time periods involved in promulgation of GenAI regulatory legislation create a gap. This gap in South Africa specifically meeting the demands for adaptive legislation for GenAI business customer experience is not abating. Therefore, the principles of Cybernetics and Bandura’s SCT of self-regulation undergird this research towards developing guiding principles for adaptive self-regulation of business customer experience. Hence, the views of South African technology professionals were garnered in line with the interpretivist paradigm adopted for this research. Through an exploratory qualitative approach, semi-structured interviews were conducted. The findings confirmed that GenAI offers efficiency, time-saving and actionable insights, but also presents gaps, including biases, hallucinations, a lack of oversight, and privacy. Most of the participants recommended safe and trustworthy GenAI with a hybrid deployment (human involvement and oversight). No new ideas and themes emerged once saturation was reached. Saturation was attained after 21 interviews. The guiding principles that emerged from the findings were also congruent with principles from the Organisation for Economic Cooperation and Development (OECD) AI recommendations on AI. These were first adopted in 2019 and revised in 2023 and 2024 to reflect new developments.
Kanganga et al. (Sun,) studied this question.