The social assumption in service redefined by AI-mediated zero-social-touch services

Through the lens of service-dominant (S-D) logic, this conceptual paper investigates how the advent of AI-mediated automation challenges the ingrained assumption of interpersonal exchange as an inseparable element defining service. With the support of smart technologies, AI-mediated zero-social-touch service models are emerging, enabling service recipients to interact without human representatives. Drawing upon S-D logic's foundational principles, we develop a conceptual framework to analyze how introducing AI-mediated automated systems alters participation roles, customization, and other socially embedded properties during service. Ultimately, the rise of AI-mediated automation repositions technology not just as a supplementary delivery mechanism but also as the conduit for value co-creation and value enhancement between firms and consumers. This compels philosophically embracing AI-mediated zero-social-touch service within the conceptual space of service and developing fresh perspectives on the evolving nature of techno-mediated participation.