The asymmetry between well-developed scholarship on control in computer science, robotics and signal processing, and flat specification of this concept in management science requires immediate action. This paper develops theory for functional definition of control. In AI theorizing, control implies responsibility attribution in joint performance, for which we offer quantum algorithm, with consideration of control as a construct for measurement. We assume the embodied, physically present robots, and virtual algorithmic configurations as equivalent in impact, performance participation, social roles. We exemplify the responsibility attribution with review of social robotics research and empirics from IS platform research.