Voice AI in B2B and B2C: A New Framework for Value Creation

Dr. Ashita Aggarwal, Professor of Marketing and Design Thinking and Chairperson of the Post Graduate Diploma in Management programs at Bharatiya Vidya Bhavan’s S. P. Jain Institute of Management & Research, discusses her research titled “Value Creation and Value Appropriation Using Voice AI Technology: Integrating B2B and B2C Marketplaces.” Professor Aggarwal’s research on voice AI emerges from a striking paradox: despite the widespread presence of devices like Amazon’s Alexa in consumers’ homes, firms have struggled to monetize these technologies beyond basic, low-value uses such as alarms and music playback. Her work shows that when voice AI can easily integrate across many contexts, companies often hesitate to build proprietary systems, preferring generic, third-party platforms unless they see a clear opportunity for differentiation and unique value creation. By integrating both B2B and B2C perspectives, the study explains how consumer comfort with conversational interfaces lowers adoption barriers and, in turn, becomes a critical prerequisite for successful organizational investment in voice AI solutions. Through multi-method research with consumers, professionals, and business leaders, Professor Aggarwal develops a post-adoption framework that helps organizations decide whether to build, buy, or white-label voice AI, identifies the strategic role of domain-specialized applications, and highlights how outcome-based regulation can simultaneously safeguard users and foster innovation, particularly in markets like India, where vernacular voice interfaces can dramatically expand access to healthcare, finance, education, and essential services for low-literacy and rural populations. This podcast is brought to you by Global Management Consultancy. For more information, please visit www.globalmanagementconsultancy.com. Disclaimer: A. The background music incorporated in this video is the intellectual property of its respective developer and is protected under applicable copyright laws. Notwithstanding that it is a free-to-use version, Business Talk, Global Management Consultancy, and Deepak Bhatt do not own, and expressly do not claim, any rights, title, or interest in or to this music. B. Dr. Ashita Aggarwal shared insightful perspectives from her research, “Value Creation and Value Appropriation Using Voice AI Technology: Integrating B2B and B2C Marketplaces”, during her engaging conversation on the Business Talk podcast. The uploaded video contains copyrighted content, so changing any graphics, music, or on-screen appearance of the author or host is not allowed.