Artificial intelligence: disrupting what we know about services

Purpose Artificial intelligence (AI) is currently having a dramatic impact on marketing. Future manifestations of AI are expected to bring even greater change, possibly ushering in the realization of the fourth industrial revolution. In accord with such expectations, this paper aims to examine AI's current and potential impact on prominent service theories as related to the service encounter. Design/methodology/approach This paper reviews dominant service theories and their relevance to AI within the service encounter. Findings In doing so, this paper presents an integrated definition of service AI and identifies the theoretical upheaval it creates, triggering a plethora of key research opportunities. Originality/value Although scholars and practitioners are gaining a deeper understanding of AI and its role in services, this paper highlights that much is left to be explored. Therefore, service AI may require substantial modifications to existing theories or entirely new theories.