Artificial Intelligence in Service Encounters: Opportunities, Risks, and Consumer Behavior

Dear Colleagues,

The landscape of service encounters is undergoing a paradigm shift, driven by the rapid deployment of Artificial Intelligence (AI) in areas ranging from autonomous service robots and generative AI assistants to algorithmic personalization. While these technologies redefine efficiency and convenience, they also reshape the fundamental nature of human–technology interaction. This Special Issue invites scholars to delve into the multifaceted impacts of AI in service settings, moving beyond technical performance to explore the human-centric complexities and long-term societal implications of this evolution.

We seek to understand the intricate psychological and cognitive mechanisms that dictate how consumers perceive, trust, and interact with AI agents. At the same time, as AI becomes an inseparable part of the service ecosystem, it is imperative to address its ethical footprint and social resilience. We are particularly interested in research that examines how AI can be designed and implemented to ensure equitable access, consumer well-being, and the preservation of human dignity in an increasingly automated world.

By bridging the gap between immediate consumer responses and the enduring impact on individuals and society, this Special Issue will provide a comprehensive roadmap for the future. We welcome original research, reviews, and conceptual papers that address, but are not limited to, the following areas:

• Cognitive and Emotional Dynamics: Exploring dehumanization, psychological ownership, and the "uncanny valley" in AI-mediated service encounters;
• Ethics, Trust, and Transparency: Navigating algorithmic bias, privacy paradoxes, and psychological recovery from AI service failures;
• Social Impact and Digital Equity: How AI influences inclusive service design and the long-term well-being of diverse consumer segments;
• Responsible AI Adoption: Balancing technological efficiency with the social sustainability of the service workforce and consumer rights;
• Value Co-creation and Human–AI Collaboration: The evolution of relationship marketing and brand loyalty in the age of automation;
• Behavioral Nudging for Good: Leveraging AI to promote prosocial behaviors and responsible consumption patterns within service ecosystems.

We look forward to receiving your contributions to this timely and critical discussion on the future of AI in the service domain.

Dr. Dewen Liu
Guest Editor

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• human–AI interaction
• consumer behavior and psychology
• trust and transparency
• consumer well-being
• social sustainability
• service robots
• ethical AI
• behavioral nudging