Generative AI and the Future of Service Design: The potential to transform the service design practice in dramatic and efficient ways

AI is dramatically increasing service designers’ capacity to deliver value. A McKinsey report (June 2023) values the potential productivity improvement of AI in customer operations at over US00 billion annually, and the potential for marketing productivity improvement at over US50 billion annually, thanks to efficient content creation, enhanced use of data and individual personalisation.1 To learn how AI is transforming service design, we conducted secondary research and interviews with a 40-year veteran of the tech industry, the head of design quality and collaboration for a global healthcare brand and the head of operating system customer experience for a leading luxury car brand.