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 US$400 billion annually, and the potential for marketing productivity improvement at over US$450 billion annually, thanks to efficient content creation, enhanced use of data and individual personalisation. 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.