Problem Statement
The emergence of generative AI has introduced transformative possibilities for service interactions, enabling dynamic conversational agents, context-aware recommendations, and predictive support systems.
These technologies are reshaping customer expectations, creating demand for more intuitive, personalized, and anticipatory service experiences.
However, current implementations often fall short of this potential due to fundamental mismatches between AI capabilities and service design practices. As such, this research aims to establish design principles and adaptive practices for creating service experiences with generative AI.
Outcomes
This research will develop a GAI/AI service design methodology rooted in design thinking processes.
The expected outcomes are as follows:
• core methodologies for structuring, prototyping, and refining AI-powered service experiences
• best practices for embedding AI across research, ideation, and validation phases
• models for aligning cross-functional workflows in AI service development
