News

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…

We’re excited to announce the launch of our brand-new podcast series, Services in the Age of AI. This series explores AI adoption, agentic systems design and service transformation.Tune in now to listen to episode one and join the conversation on the future of services in the age of AI.Find it here

Mohamed Zaki has been back teaching the 7th edition of the Data-Driven Services and Customer Experience Transformation module at Master in International Marketing and Sales Communication - IULM (IULM University)A big thank you to professor Daniela Corsaro and Linda Pizzamiglio for the kind invitation and hospitality.Always a real highlight to engag…

We are pleased to share that Benjamin Biesinger (a collaborator here with us in the CSA) has had an article published in the Journal of Service Theory and Practice on transforming manufacturers into service-driven learning organizations.Within the article they introduce the practitioner-oriented review to integrate recent academic literature and tr…

Last week, we were delighted to see such strong engagement in Mohamed Zaki's masterclass on Agentic AI Applications in Service Experience, delivered through University of Cambridge Online, with more than 1000 professionals registered from across industries.In this webinar, our very own Mohamed Zaki, explored how agentic AI systems are reshaping ser…

This time we are celebrating with Dr Gautam Jha who along with a team* has had a paper published in the Journal of Service Management.At some point, most of us or someone close to us will experience vulnerability. The paper reflects a growing interest in AI-agents - systems that can act, negotiate, and make decisions on behalf of humans - and what …

Congratulations to Mohamed Zaki in contributing to yet another publication titled: 'AI Agents in Service Experience'.  This one is for the Journal of Service ManagementThis has been coauthored with Mohamed Al Shaikh, Ashen Joseph, Helen Zhao, Dr. Abdullah Assadi, Jan H. Blümel and David Diaz S. PhDAbout the PaperThis paper explores a fundamental sh…

Dates: 26th - 30th January 2026Last week the Cambridge Service Alliance had the pleasure to host a course titled 'AI-Powered Leadership: Unlocking Business Value with AI Strategy Programme' along with both iVolution AI and Stirling Centre for Strategic Learning and InnovationThe Cambridge Executive Education Series equips senior MENA leaders with p…