Artificial intelligence (AI) is rapidly evolving, influencing service industries and Professional Services Firms (PSFs) embracing AI to improve margins. In this paper, we reveal how AI impacts the characteristics and marketing practices of PSFs. AI has the potential to provide considerable efficiency and organizational benefits, yet simultaneously changes service attributes, threatens the competitive advantage of deep client relationships, and directly influences the marketing practices of PSFs, including pricing strategy. Based on an extensive literature review, we present a conceptual model illustrating the changes impacting the business model, marketing practices, and client relationships of PSFs.
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Bezuidenhout et al. (2022) studied this question.
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