“We do not always enjoy surprises”: investigating artificial serendipity in an online marketplace context

Purpose

This study aims to gain a better understanding of artificial serendipity – pre-planned surprises intentionally crafted through deliberate designs – in online marketplaces. By exploring the key features of artificial serendipity, this study investigates whether serendipity can be intentionally designed, particularly with the use of artificial intelligence (AI). The findings from this research broaden the scope of serendipity studies, making them more relevant and applicable in the context of the AI era.

Design/methodology/approach

A narrative study was conducted, gathering insights from 32 Chinese online consumers through diaries and interviews. The data were analysed in close collaboration with participants, ensuring an authentic reflection of their perceptions regarding the features of artificial serendipity in online marketplaces.

Findings

Findings reveal that artificial serendipity, particularly when designed by AI, is still regarded by online consumers as genuine serendipity. It provides a sense of real surprise and encourages deeper reflection on personal knowledge, affording the two central qualities of genuine serendipity: unexpectedness and valuableness. However, since artificial serendipity is pre-planned through intentional design, consumers cannot have entire control over it. Therefore, compared to natural serendipity – fortune surprises arising from accidental correspondence between individuals and contexts – artificial serendipity tends to be more surprising yet less valuable.

Research limitations/implications

For research, it highlights the potential of intelligent technologies to facilitate genuine serendipity, updating our understanding of serendipity.

Practical implications

Also, the study provides practical insights into designing serendipity, especially in online markets. These contributions enrich both the theoretical framework and practical strategies surrounding serendipity in the era of AI.

Originality/value

This study stands out as one of the few to provide a nuanced understanding of artificial serendipity, offering valuable insights for both research and practice. For research, it highlights the potential of intelligent technologies to facilitate genuine serendipity, updating our understanding of serendipity. Also, the study provides practical insights into designing serendipity, especially in online markets. These contributions enrich both the theoretical framework and practical strategies surrounding serendipity in the era of AI.