Introduction to Service Science Special Section on Navigating the Use of Technology in Service Marketing

Integrating artificial intelligence (AI), including both predictive AI and generative AI, into the design and delivery of services represents a fundamental shift in how services are conceived, implemented, and experienced. This special section of Service Science, an INFORMS journal, aims to explore the broad and diverse impact of AI on service sectors ranging from healthcare to finance, education, and beyond. We invited papers that explore how AI technologies and algorithms are transforming service landscapes, enhancing customer experiences, and reshaping operational processes.

Kirshner (2025) provides an excellent example of how AI influences consumer decision making. The study uses experimental methods to explore how consumers perceive algorithmic advisors through the lens of psychological distance and construal-level theory. Contrary to previous findings, it reveals that algorithms are viewed as more abstract and psychologically distant than human advisors. This psychological distance plays a critical role in shaping algorithm preference, offering fresh insights into when and why consumers choose algorithmic versus human guidance.