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Cambridge Service Alliance

At the forefront of service transformation in the digital era

Problem Statement

Extensive research has shown that the emergence of generative AI (GAI) presents a critical juncture for service models. Traditional models, built on pre-defined rules and positivist assumptions, are challenged by AI’s dynamic capabilities and the need for nuanced emotional engagement. This requires new theoretical frameworks that integrate self-designing AI, a human-centered perspective, and personalised value creation.
This research aims to investigate how organisations can leverage GAI to develop service models that optimize performance and create new values for customers.


This reseach is still beng worked on...

Research Contacts

Helen Zhao

Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • A unique global alliance between the University of Cambridge and some of the world’s leading businesses.

  • Help organisations to address the challenges they will face in the next three to five years, through rigorous research, practical tools, insights and education programmes.

  • Learn how other innovative organisations are developing new services through our events

  • Since its inception in 2010 industrial partners have included CEMEX, GEA, IBM, Pearson, Zoetis, HCLTech, Bouygues UK among others.