Abstract
Intelligent Automation in form of robots, smart self-service technologies, wearable technologies, software and systems such as machine learning, generative artificial intelligence (AI) such as ChatGPT, and the metaverse are increasingly adopted in a wide range of customer-facing service settings. The shift toward robot- and AI-powered services will lead to improved customer experiences, service quality, and productivity all at the same time. However, these also carry ethical, fairness, and privacy risks for customers and society. In this opinion piece, we discuss the implications of the service revolution for service firms, their marketing, and their customers, and provide avenues for future research opportunities.