From Hype to Practic
Revealing the Effects of AI in Service Design
Keywords:Service design, artificial intelligence, design process, role of a designer
With the rise of artificial intelligence (AI) in the past decade, AI has become known in everyday products and services. One of its application forms is that of AI assistants, such as voice assistants and chatbots. While new types of customer service channels have been introduced through these assistants, until now, the intelligence of AI has mostly resided in the backend systems of services. Studying a service design process and practices focussing on AI-enabled services, the present research draws on a multi-method approach involving seven expert interviews and five use cases on AI assistant projects in industry. The authors evaluate the datasets through coding cycles aiming at identifying the shifts AI brings to service design. The results present and discuss the emerging fields of change in service design, namely, the application of AI, service design process with AI and role of the service designer in the creation of AI-enabled services.