From Hype to Practice: Revealing the Effects of AI in Service Design

Titta Jylkäs, Andrea Augsten, Satu Miettinen

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


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
Original languageEnglish
Title of host publicationConference proceedings of the Academy for Design Innovation Management
EditorsErik Bohemia, Gerda Gemser, Nuša Fain, Cees de Bont, Rita Assoreira Almendra
PublisherAcademy for Design Innovation Management
Pages 1203–1216
ISBN (Electronic)978-1-912769-01-8
Publication statusPublished - 2019
MoEC publication typeA4 Article in a conference publication
EventAcademy for Design Innovation Management Conference: Research Perspectives in the Era of Transformations - Lontoo, United Kingdom
Duration: 18 Jun 201921 Jun 2019

Publication series

SeriesConference proceedings of the Academy for Design Innovation Management


ConferenceAcademy for Design Innovation Management Conference
Abbreviated titleADIM
Country/TerritoryUnited Kingdom
Internet address


  • service desig
  • artificial intelligence
  • design proce
  • role of a designer

Field of science

  • Visual arts and design


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