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Conversational agents (CAs) promise to create significant organisational value, by transforming how organisations operate and serve customers. Yet, the malleability of this technology poses challenges to both researchers and practitioners because of the wide range of strategic applications they can enable. Drawing on the lens of routine capability, this study investigates strategic applications of CAs, and their associated implementation enablers and challenges. Via an exploratory case study ofdoi:10.4018/jgim.20211101.oa53 fatcat:fpaf5zhirfgb7i336pr42s2lwu