News

Last week, Mohamed Zaki had the pleasure of engaging with senior leaders from across Asia, the US, and Europe at Procell, The Duracell Company in Athens.They explored how AI and data can enable new data-driven services and create greater value for customers - moving beyond products towards smarter, insight-led service and experience propositions.He…

Gautam Jha presented his research on 'Signaling customer attractiveness in digitalised B2B markets' at the Industrial Marketing Management (IMM) Regional conference in WarsawIn collaboration with Prof Maria Holmlund-Rytkönen & Prof Christian Kowalkowski, the research explores how organisations can become more attractive partners in B2B relationship…

Last week we welcomed the AstraZeneca Procurement team to Cambridge. We spent the day exploring a very practical question: Where can AI genuinely make procurement better?What made the conversation particularly valuable was the chance to bring real procurement challenges together with current research and try to rethink procurement with AI through s…

Mohamed Zaki was delighted to collaborate with iVolution AI and LOGIC Consulting during his recent visit to Egypt!Representing the Cambridge Service Alliance, Prof. Mohamed Zaki engaged in a series of dynamic meetings and workshops alongside Mohamed Fahmy, academics from Cairo University, and regional industry leaders. It was a very stimulating few…

It was such a pleasure to welcome Alex Makin, founder of Cognia AI Lab, back to Cambridge!We had a series of deep discussions on AI transformation in services, approached from so many different angles. It was especially valuable to hear Gautam Jha and Benjamin Biesinger's perspectives on AI strategy and adoption, along with a preview of the upcomin…

Mohamed Zaki had the pleasure of speaking at the HCCM Regatta Conference 2026 on the future of AI Agentics and its applications on Customer Experience .He shared the latest research from the Cambridge Service Alliance, exploring how organisations can move beyond AI experimentation to create measurable business value through customer experience tran…

Yesterday, the Cambridge Service Alliance team gathered at the Institute for Manufacturing (IfM), University of Cambridge to unpack the last 6-12 months of breakthroughs and map out what’s next.Huge thanks to Mohamed Zaki, Janet McColl-Kennedy, Gautam Jha, Benjamin Biesinger, Matthäus Wilga, Bingxin Yan, Yingrui （Ingrid） Xi, Katerina Loshkareva, an…

This year at SERVSIG 2026 hosted by Universidade do Minho in Portugal a few members from the CSA team got to present their research.Bingxin Yan presented her latest research on "Understanding Initial Trust in Agentic AI: Evidence from Solar Panel Services"This research explores how customers form their perception and develop trust when interacting …

 We are delighted to announce that the Cambridge Service Alliance has signed a 5-year strategic partnership agreement with Cognia AI Lab. Based in UK, Cognia AI Lab is a leading AI research and development organisation founded by one of the largest independent technology groups in Eastern Europe and Central Asia. The group has delivered more than 1…

Orchestrating Human-AI Hybrids: Agency Formation and Re-configuration through Conversational AI Agents in Physical Service EnvironmentsWe are delighted to share news of a 'new' publication that has been published in Electronic Markets - The International Journal on Networked Business.This has been written by our very own Mohamed Zaki and Matthäus W…

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We are pleased to announce that Benjamin Biesinger has had a paper published in the Journal of Service Management.The article "Value-in-Context for Digital Servitization" provides insight into the mechanisms by which value is created and appropriated across different manifestations of industrial service ecosystems and digital platforms.The core arg…

It was a pleasure to host more than 30 academics across the UK universities to kick off UK Service Research Network co-organised with Matthew Alexander Ilias Danatzis and Amin NazifiService researchers across the UK are doing fascinating and impactful work, yet many of us rarely get the chance to come together across institutions, disciplines, and …

It is with pleasure that we can announce that Matthäus Wilga, a collaborator here with the CSA  has successfully defended his dissertation “Revolutionising Service – Innovating Businesses through the Integration of Non-Human Agents.” Wording from Matthäus below:My research explores how hashtag#AIAgents are transforming service interactions: Reshapi…

Designing Generative AI Deployments for SuccessCambridge Service Alliance, part of the University of Cambridge, in collaboration with HCLTech, announces the release of a new research report: “Designing Generative AI Deployments for Success".The report is based on a cross-industry survey and a series of in-depth interviews led by CSA doctoral resear…