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How intelligent automation, service robots, and AI will reshape service products and their delivery

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  • Jochen Wirtz

    (National University of Singapore)

  • Valentina Pitardi

    (University of Surrey)

Abstract

Intelligent Automation in form of robots, smart self-service technologies, wearable technologies, software and systems such as machine learning, generative artificial intelligence (AI) such as ChatGPT, and the metaverse are increasingly adopted in a wide range of customer-facing service settings. The shift toward robot- and AI-powered services will lead to improved customer experiences, service quality, and productivity all at the same time. However, these also carry ethical, fairness, and privacy risks for customers and society. In this opinion piece, we discuss the implications of the service revolution for service firms, their marketing, and their customers, and provide avenues for future research opportunities.

Suggested Citation

  • Jochen Wirtz & Valentina Pitardi, 2023. "How intelligent automation, service robots, and AI will reshape service products and their delivery," Italian Journal of Marketing, Springer, vol. 2023(3), pages 289-300, September.
    • Handle: RePEc:spr:ijmark:v:2023:y:2023:i:3:d:10.1007_s43039-023-00076-1
    DOI: 10.1007/s43039-023-00076-1
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    References listed on IDEAS

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