Human–artificial intelligence collaboration in prediction: a field experiment in the retail industry
Abstract
This study investigates the role of human intervention in artificial intelligence/machine learning (AIML)-driven predictions. By doing so, we distinguish between three different types of human-AIML collaboration: automation, adjustable automation, and augmentation. We theorize that prediction uncertainty and time horizon represent two critical determinants of forecast accuracy. Based on a field experiment involving AIML-driven demand forecasts approximately 1,888 stock-keeping units in the retail industry, we rely on a multivalued treatment effect methodology to measure the effects of human-AIML collaboration on forecast accuracy. Our findings show that human intervention complements AIML-driven forecasts most effectively (augmentation) in predictions with long time horizons and low uncertainty. However human intervention is least likely to contribute to the effectiveness of AIML predictions (automation) in environments with short time horizons and high uncertainty. We discuss implications for extant theory and propose a framework outlining the conditions in which human intervention is most likely to add predictive value to human-AIML collaborations.
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Human partners possess distinctive advantages in contextual understanding, commonsense reasoning, and emotional support, thereby enhancing the usefulness and practical value of collaborative outcomes.
“by contrast, human partners possess distinctive advantages in contextual understanding, commonsense reasoning, and emotional support, thereby enhancing the usefulness and practical value of collaborative outcomes (Huang et al., 2024; Markovitch et al., 2024; Revilla et al., 2023).”
From From humans to AI: understanding why AI is perceived as the preferred co-creation partner (2025) · cites this paper as Revilla et al., 2023
This result directly challenges the conventional assumption that humans are more useful whereas AI is more novel, offering a new theoretical lens for adjusting role perceptions in human-AI collaboration.
“This result directly challenges the conventional assumption that “humans are more useful whereas AI is more novel” (Chen and Chan, 2024; Revilla et al., 2023), offering a new theoretical lens for adjusting role perceptions in human–AI collaboration.”
From From humans to AI: understanding why AI is perceived as the preferred co-creation partner (2025) · cites this paper as Revilla et al., 2023
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- Authors
- Revilla, E., Saenz, M. J., Seifert, M., & Ma, Y.
- Affiliations
- IE Business School, Madrid, Spain
- MIT Digital Supply Chain Transformation (MIT CTL), Cambridge, MA, USA
- Massachusetts Institute of Technology (US)
- Corresponding author
- Revilla, Elena
- Venue
- Journal of Management Information Systems
- Publisher
- Informa UK Limited
- Published
- 2023-10-02
- Volume
- 40
- Issue
- 4
- Pages
- 1071-1098
- ISSN
- 0742-1222 (ISSN-L)
- 1557-928X
- OpenAlex
- W4389549428
- Cited by
- 63
- References
- 71
- Citations by year
- 2026: 36 · 2025: 19 · 2024: 7 · 2023: 1
- FWCI
- 11.62
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Management Information Systems (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Management Science and Operations Research › Forecasting Techniques and Applications
- Social Sciences › Decision Sciences › Management Science and Operations Research › Impact of AI and Big Data on Business and Society
- Social Sciences › Business, Management and Accounting › Management Information Systems › Supply Chain and Inventory Management
- Keywords
- human-AI collaboration, demand forecasting, retail inventory management, forecast uncertainty, time horizon, forecast accuracy, augmentation, automation, human intervention
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