Exploring the frontiers in reality­enhanced service communication: from augmented and virtual reality to neuro­ enhanced reality

Purpose – The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees


Introduction
There is consensus amongst service scholars and practitioners that communication is integral for the (co-)creation of service experiences that provide value to both customers and service providers (Gustafsson et al., 2012;Keeling et al., 2021). Researchers thus emphasize the importance of facilitating communication across the customer journey (i.e. pre-, core-, and post-service) to manage expectations, ensure service quality and satisfaction, and prevent service gaps or failures (Følstad and Kvale, 2018). At the same time, technology is rapidly transforming the very nature of communication, providing novel means and modes through which customers and service providers can interact (Larivi ere et al., 2017).
Most recently, augmented reality (AR) and virtual reality (VR) have emerged as enablers of reality-enhanced communication, where digital and physical service experiences are seamlessly blended De Keyser et al., 2019). For instance, with AR, customers can visualize 3D furniture holograms from IKEA in their home to decide on the best design (Hilken et al., 2020) or receive virtual wayfinding instructions through the servicescape at a trade fair (G€ athke, 2020). With VR, students and teachers can meet in a virtual classroom at MIT (Kaser et al., 2019) or travel companions can tour a Shangri-La resort and interact with the frontline staff before booking (Bogicevic et al., 2019). While the benefits of AR/VR-enhanced communication are well documented, wider adoption is still impeded by the reliance on traditional control interfaces (e.g. touchscreens or handheld controllers). Indeed, both anecdotal evidence (Hern, 2017) and recent market reports (Gartner, 2018) suggest that customers often find the use of AR and VR cumbersome and difficult to integrate in daily life.
A potential answer to these shortcomings involves interfaces that offer greater technological embodiment, considered as the next step in reality-enhanced communication (Flavi an et al., 2019). So-called Neuro-enhanced Reality (NeR) that utilizes neuroscientific methods to enable communication through brain-computer interfaces (Wolpaw, 2013) is heralded as the progression of AR and VR (Palmer, 2021) and is driven by companies such as Elon Musk's Neuralink. Unlike technologies that require users to interact with external interfaces exclusively through their senses (e.g. a touchscreen), NeR interfaces directly with the human brain and thus partly bypasses the intermediate stages of sensory perception (Vansteensel and Jarosiewicz, 2020). For instance, next-generation BCIs allow users to control movements of digital objects or characters simply by thinking of moving their hand (McFarland et al., 2010), and can even simulate "touch" of an object that is not physically present via direct stimulation of brain regions (Stocco et al., 2015;Lee et al., 2017). While such examples still seem futuristic, the potential of NeR for service communication is growing. For instance, in healthcare settings neurofeedback training has already progressed to an established service offering (Sitaram et al., 2017), while gaming and education have become the testing grounds for many consumer-grade BCIs, such as EEG devices that fit into a baseball cap (NextMind) or a pair of headphones (Neurable) and can be controlled through a smartphone app (Sawangjai et al., 2019).
Despite these developments, research on NeR in service settings is lacking. The wider neuromarketing literature has largely focused on using neuroscientific methods to understand the impact of marketing activities, for example measuring brain activity when  Kandaurova and Lee, 2019). Fueled by the COVID-19 pandemic, customer-to-customer and FLE-to-customer communication in VR is also growing. For example, students and teachers can meet in VR and immerse themselves into different environments to "ground" their discussions (Pellas et al., 2021). Further, VR enables coordination between service organizations (e.g. in buyer-supplier relations; Boyd and Koles, 2019) or the training of employees (e.g. communication with patients; Saab et al., 2022).

Shortcomings of AR and VR interfaces
Communication with AR and VR requires sensory interaction with external interfaces, most commonly through physical touch or movement on touchscreen devices or handheld controllers (Flavi an et al., 2019). These interfaces enable customers to "offload" some of their input to a service to the digital interface (Heller et al., 2019a). However, they still require customers to commit physical and mental effort in communicating with the interface , for example when using a touchscreen to "place" AR content in the physical environment (Scholz and Smith, 2016) or a controller to "move" through a VR environment (Cowan and Ketron, 2019). This implies that customers must be willing and able to invest such effort, which is a premise that, in practice, many service organizations have found not to be the case (Keeling et al., 2019). Interfaces are thus rapidly evolving to provide new communication affordances based on gesture or voice commands (Heller et al., 2019b), haptic feedback (e.g. HaptX gloves), and olfactory simulation (Nakamoto et al., 2020). NeR promises to extend these developments even further, as we explore in the following section.

Neuro-enhanced service communication
Advancements in BCIs point towards a possible extension of the communication affordances of AR and VR, based on the use of more embodied devices (e.g. wearable sensors or implants; Flavi an et al., 2019). This provides a vision for the future, where the integration of AR/VR with BCIs results in novel forms of neuro-enhanced service communication. In the following, we first conceptualize NeR based on contemporary neuroscientific literature before discussing its implications for reality-enhanced service communication.

Conceptualizing neuro-enhanced reality
We define NeR as an extension of existing reality-enhancing technologies (AR or VR) through the application of neuroscientific methods that offer affordances for more seamless Pleyers and Poncin (2020 Neuroenhanced service communication communication. The research scope of NeR represents a subset of the broader neuromarketing literature, yet is unique in two respects. First, while neuromarketing research focuses on understanding customer reactions to marketing stimuli (e.g. brain responses to viewing certain products; Pozharliev et al., 2015), NeR is focused on generating novel connections between a customer's neural states and digital content (Blankertz et al., 2016). Second, BCIs, such as (wearable) EEGs, play a central role in NeR and distinguish it from biophysical modes of communication (e.g. eye tracking, skin conductance, or heart and sleep pattern monitoring), which only indirectly reflect brain activity (Wolpaw, 2013).
From a technological perspective, NeR is based on two types of neuroscientific methods: (i) those that measure brain activity, which we call neuroimaging; and (ii) those that generate brain activity, which we call neurostimulation. With regards to neuroimaging, EEG methods have progressed towards consumer-grade applications. Companies such as Emotive and Neurable have launched wearable EEG headsets that translate brain activity into curated and readably interpretable information (e.g. stress level scores), similar to how fitness trackers like FitBit convey information about movement and calories burned. Beyond such tracking abilities, neuroimaging allows users to communicate simply by thinking of control commands. For instance, EEG sensors that "read" activity of the motor neurons in the brain enable users to control digital content (e.g. a cursor on a screen, a virtual character in a video game), by thinking of moving their left or right hand, moving their foot, or clenching a fist (Doud et al., 2011;Gilja et al., 2012;McFarland et al., 2010;Lalor et al., 2005). In this way, neuroimaging bypasses part of the sensory stages of communication (Vansteensel and Jarosiewicz, 2020), allowing users to substitute some physical control over interfaces such as manipulating content on a touchscreen or navigating a virtual environment with a controller. These affordances for direct communication between the user's brain and digital content represent what we call "neuro-to-digital" communication, where the customer's neural activity is translated into a response in the digital service environment.
Neurostimulation, in contrast, comprises BCIs that directly activate a user's brain regions based on input from the digital service environment. Such stimulation may be experienced as proximal sensations involving tactile feelings on the skin (Stocco et al., 2015;Lee et al., 2017), patterns displayed in the visual field (Caspi et al., 2021), a sense of smell (Holbrook et al., 2019), or specific bodily reactions (e.g. tear production; Park et al., 2019). As these sensations are generated through neural stimulation, they present opportunities for digitally transmitting sensory experiences and addressing long-standing limitations of online services that have struggled to convey tactile, somatosensory, or olfactory sensations (Petit et al., 2019). Neurostimulation can been achieved in non-invasive ways using transcranial magnetic stimulation (tMS) and transcranial focused ultrasound (tFUS), which activate brain regions through energy pulses. However, companies like Neuralink are also working on invasive BCIs, where electrodes can be implanted in the brain with the goal of increasing the speed of communication by bypassing sensory bottlenecks. Customer acceptance of invasive BCIs remains to be seen, however, the scope of neurostimulation involves affordances for what we call "digital-to-neural" communicationthat is, translating digital service stimuli directly into neural activity within the customer's brain. Existing methods of neurostimulation are still restricted to laboratory or medical contexts but will likely make their way towards the wider market (Wexler, 2020), with far-reaching ethical implications that we discuss later in the paper.

Advancing reality-enhanced service communication
Taken together, neuroimaging and neurostimulation enable new affordances for neuro-todigital and digital-to-neuro communication (Figure 2). NeR thus promises to enhance service communication between customers, FLEs, and service organizations beyond what is currently possible with AR and VR, as we outline in the following and illustrate with examples from different service contexts in Table 2.
4.2.1 Neuro-to-digital (neuroimaging). In the near future, we envisage AR and VR interfaces being supplemented with neuroimaging BCIs. To date, communication with AR and VR is often restricted to handheld devices that limit interactivity and can disrupt immersion, especially with multiple users (Hudson et al., 2019). Relatedly, research has shown that although customers can form feelings of ownership towards AR holograms (Carrozzi et al., 2019), they are always aware that these are only interacted with "on-screen". In contrast, NeR would enable customers to control AR holograms or navigate VR environments simply by thinking of control or movements; or use visual search features by merely thinking of an object in the servicescape to activate suggested alternatives, complements, or use instructions. A need for this type of "sensory-free" control is driven by the transition from handheld to wearable AR and VR devices (Flavi an et al., 2019). Microsoft's HoloLens is a prime example of a headset that innovates control modes to allow greater mobility (Heller et al., 2019b), yet faces adoption barriers related to ergonomics and ease-of-use as well as customer concerns about wearing headsets in public (Rauschnabel et al., 2018). In similar vein, communication in VR is hampered when users need to follow a pre-defined route or use a handheld controller to navigate the environmentwhile actual "walking" requires dedicated spaces that are often not available in the servicescape (e.g. a VR space in-store or the customer's home).
We thus see neuroimaging as a way of enabling more seamless service communication, not only for customers, but also FLEs. From after-sales service, training and education to medical settings, FLEs typically engage in tasks that require physical movement, for example when demonstrating a product, teaching a skill, or operating on a patient. In these settings, sensory-based controls of AR and VR interfaces may interfere with the performance of these tasks. NeR changes this, for example, when an architect wearing a VR headset with an integrated BCI "walks" customers through the construction site from the comfort of their office, while potential design changes appear when mentioned in conversation; or a surgeon who while operating brings up AR imagery over the patient's body to communicate to an assistant a precise spot to make an incision. Substitution of sensory-based controls with NeR thus offers unique affordances for improved communication in settings where operating a physical interface may interfere with effective service delivery.

Digital
Neuro Neuroimaging BCIs (e.g., EEG headsets) capture brain activity (e.g., thinking of movement or a specific object). AR holograms of objects or actors appear, change, or move accordingly.
Movement through and interaction with actors in the VR environment occurs accordingly.
AR holograms of objects or actors serve as input for stimulation.
The VR environment or actors therein serve as input for stimulation.

Digital-to-neuro (neurostimulation).
In the more intermediate future, we envisage NeR interfaces that offer an expanded range of sensations through neurostimulation. While AR and VR already offer enhanced visual and auditory information in many service settings, they struggle to support the full range of communication modes. For instance, even though AR improves the "tangibility" of digital service communications , those sensations rely on imprecise inferences a customer makes from observing the position, motion, and auditory properties of AR holograms. Actual sensations of haptics, weight, temperature, smell, and taste are typically not available in online settings (Petit et al., 2019). We thus anticipate that the motivation for integrating neurostimulation into AR and VR  Table 2. Potential progression of reality-enhanced service communication comes from the need to expand the range of sensations during online service communications. For example, in the case of a VR tour of a holiday resort, neurostimulation might allow a customer to not only "see" what the lobby, rooms, and spa might look like, but also "feel" the textures of the furniture or smell the scent of the freshly prepared breakfast at the hotel's restaurant.
For FLEs, neurostimulation might be used to modulate alertness, mood, reaction time, or creativity (Wexler, 2018), although ongoing debate in the literature about the efficacy and responsible use of such neurostimulation means more research is needed to substantiate its application in service settings (Wexler and Thibault, 2019). That is, while cognitive enhancement through neurostimulation holds significant potential, it requires careful management, especially when attempting to motivate or empower employees, or persuade customers to make decisions (e.g. donating to a charity by triggering guilt; Kandaurova and Lee, 2019). The ethical considerations underlying such applications of NeR are not yet developed and likely will be outpaced by the rapidly evolving technology.

Setting the research agenda for neuro-enhanced service communication
To drive the vision of NeR in service communication, research is needed that extends our understanding of how customers, FLEs, and service organizations can most effectively and responsibly make use of neuroimaging and neurostimulation applications to meet their needs. We thus formulate a research agenda, in which we propose key directions along three main themes (i.e. the efficacy, acceptance, and ethical implications of NeR) to advance scholarly knowledge and guide the managerial use of NeR.

Efficacy of NeR
Determining the scope of experience: NeR offers affordances for enhanced service communication and value outcomes, but as technology can also decrease user well-being (e.g. interfering with in-person communication; Cai c et al., 2018), not all of these opportunities will necessarily be embraced by customers (Keeling et al., 2019). Moreover, given technical challenges at this early developmental stage of BCIs, applications of NeR must initially be evaluated on their efficacy in delivering value-adding experiences (Wexler and Thibault, 2019). As such, the research agenda should begin with scoping the NeR experience, for instance by determining what types of control through neuroimaging will improve convenience and decision making, whilst avoiding neural overload, interference with other brain activities, or potential misalignments (e.g. accidently triggering unintended actions in AR or VR).
For neurostimulation, research should map which sensory experiences (e.g. smell, taste, touch) to stimulate in different service encounters. A simple "more-is-better" logic is unlikely to be successful, such that literature on multisensory experiences (Mahr et al., 2019) must serve as a guiding framework. Relatedly, it is pertinent to understand how customers will respond to neural-induced sensations, and how these new ways of communicating might affect social interactions among customers (e.g. are they exchanged like current WOM conversations on social media?). Finally, as service communication is increasingly performed by AI (van Pinxteren et al., 2020), NeR raises new questions related to machine agency (e.g. will customers accept neural input from non-humans?) and require current frameworks of human-AI interaction (Sundar, 2020) to be updated to account for NeR.
Mapping service applications: To move NeR from laboratory to market applications, research should assess which service settings are suitable for deploying neuro-enhanced communication. Currently, there is a strong focus on healthcare settings where applications of neuroimaging and neurostimulation are a natural progression (e.g. to overcome physical Neuroenhanced service communication disabilities). While we note potential applications in services contexts such as hotels, call centers, and education, more systematic study based on service design methods such as actor network maps and context interviews , would offer user-centered insights into settings poised for transformation towards NeR.
Integrating NeR into service systems: Relatedly, once NeR has found wider application across service settings, research on how to integrate this novel technology into the overall service system is needed. That is, researchers should study, for example, how to best connect the BCIs of customers with FLEs, or, within a service organization, an entire workforce. Research on smart services, such as smart homes, identifies important mechanisms related to controllability, visibility, and autonomy in such seamless connectivity (Gonçalves et al., 2020) and thus might serve as a basis for future research.

Acceptance of NeR
Identifying the customer-NeR "fit": We must better understand which customers are most likely to use neuroimaging or neurostimulation. Current AR/VR literature offers a valuable starting point, for example identifying customer preferences for visual processing as a pertinent customer trait (Hilken et al., 2017). For NeR, future studies could consider whether customers who, for example, prefer effortless goal pursuit (locomotion) might be more inclined to use NeR due to the seamless experience it affords, when compared to those relying on more in-depth processing (assessment; Kruglanski et al., 2000) or whether these effects might be reversed such that assessors find their processing simplified through NeR. Such insights would enable service managers to match customers more appropriately with neuroenhanced communication.
Understanding device adoption: More research is needed to identify the drivers of customer willingness to adopt wearable NeR devices. For AR and VR such adoption has been subdued due to a lack of social acceptability (Rauschnabel et al., 2018), but there is rapid progression towards more unobtrusive devices such as NextMind's EEG sensor which fits into baseball cap or Neurable's EEG which is integrated within a pair of headphones. Relatedly, as technological embodiment progresses towards implants such as those of Neuralink, the question of who will embrace such invasive devices arises. In the healthcare context, patient motivations are seemingly often clear (e.g. overcoming physical disabilities) but in practice are more complicated as competing motivations come into play. Further, an understanding of customer adoption for improving everyday services is yet to be researched. Current research on motivations for "biohacking", such as extracting own DNA or developing do-it-yourself biotech devices might inform such inquiry (Meyer and Vergnaud, 2020).
Establishing role readiness: Customer and FLE ability to use novel NeR interfaces likely requires training and associated service communication. Indeed, current BCI applications already require training effort and involve a learning curve (Roc et al., 2021), so determining which users have the "right" role readiness (i.e. role clarity, motivation, ability; Larivi ere et al., 2017) is crucial. Relatedly, research should identify ways of effectively "onboarding" customers, for example, into the use of neuroimaging controls or sensations generated through neurostimulation.

Ethical implications of NeR
As NeR interfaces directly with the human brain, it presents unprecedented ethical considerations, particularly with regards to the collection, use, storage, and influence of what is perhaps the most personal "data" there is: a person's neural processes in the mind. Thus, while developments in NeR hold unique potential for improving service, and ultimately customer and employee well-being, regulatory oversight is required to ensure neuroimaging does not culminate in the ultimate commodification of personal data (i.e. "surveillance capitalism"; Zuboff, 2019), while neurostimulation is applied in ways that do not deceive or manipulate the user (Wexler and Thibault, 2019). Hence, we raise a cautionary note, emphasizing the need for research into regulatory and customer and employee sovereignty implications of NeR, and the importance of responsible marketing. We advocate an approach that is framed around user consent and decision-making autonomy.
Determining right to access: Neuroimaging introduces the question of who can "read' a user's brain activity. Customers are already accustomed to conducting a calculus where they weigh the benefits and costs of improved convenience or personalization in exchange for their data (Kim et al., 2019). Yet, more research is needed to determine to what extent the convenience of having neural information available (e.g. for "more mindful working" as advertised by Neurable) or using neuroimaging to control AR/VR applications outweighs the perceived sacrifice of sharing this data with service organizations (and potentially third parties). Continued study should also consider in how far current privacy practices such as the GDPR principles must be updated with regards to specifying and limiting the type and extent of data collection (e.g. which brain activity will not be measured), the intended purpose (e.g. only for the focal service encounter), and potential for longer-term storage (e.g. in a database). Finally, potential dangers of BCIs being hacked must be considered from the outset, to build greater security and trust among customers. Complex services providers (e.g. health and social care) are constantly grappling with such issues and learning from their experiences and solutions could be a fruitful starting point for future research.
Explicating cognitive enhancement: Neurostimulation implies "write" access to a person's brain which can enhance service communication, but also holds potential for misleading or even manipulating users (Wexler and Thibault, 2019). For instance, marketers could "neurally" overstate actual reality when providing sensory input (e.g. the scent at tropical vacation resort). Customers often expect some puffery in marketing communications, but in NeR this becomes exceedingly difficult to detect. Research has already identified customer concerns about a "biased perception of reality" when using AR technology (Lammerding et al., 2021), so more insights on how to effectively communicate the (non-) authenticity of neuro-enhanced communications are needed. Furthermore, neurostimulation enables socalled "cognitive enhancement" such as stimulating brain areas for increased creativity (Weinberger et al., 2018), which could be used for persuasion or to elicit certain emotions that drive purchase behavior, implying a potential loss of customer autonomy. Research should thus identify situations in which cognitive enhancement is conducive to customer well-being and develop guidelines for transparent opt-in procedures.
Ensuring responsible marketing: The previously discussed points suggest a pressing need for more research on holistic frameworks for responsible marketing with NeR, not only to guide service practice, but to inform policymaking at the societal level (de Ruyter et al., 2022). Current regulatory frameworks are unlikely to accurately capture the full ethical implications of NeR, so future research should take an interdisciplinary view on marketing ethics  to guide the development of codes of conduct for the collection, use, and storage of personal data, as well as the active influencing of neural processes.

Conclusion
As service providers increasingly predicate their business strategies upon the use of new technologies and formats to enhance services communication, there is a clear need to continuously examine the frontier of current technological developments. Within only a short period of time, AR and VR have established themselves as strategic service tools. The signs are that NeR might follow a similar development trajectory. By taking a multidisciplinary perspective, combining research at the intersection of services management, communication, and neuroscience, we outline a vision of what NeR "can become" by identifying key