133067 20260218073234.0 doi 10.1080/02642069.2024.2305451 sideral 137779 ART-2024-137779 eng (orcid)0000-0002-2291-1409 Belanche, Daniel Universidad de Zaragoza The dark side of artificial intelligence in services 2024 Access copy available to the general public Unrestricted Artificial intelligence (AI) initiatives, including Generative AI, are being increasingly implemented in service industries, and are having a great impact on service operations and on customers’ reactions and behaviors. Previous literature is overoptimistic about AI implementation, and there is still a need to explore the dark side of this technology; that is, its potential negative impacts on consumers, businesses, and society, as well as the moral concerns associated with AI use in services. To establish some fundamental insights related to this research domain, this paper contributes to previous AI based-services literature by proposing a three-part conceptual model inspired by Belanche et al. (2020a), comprised of AI design, customers, and the service encounter. Specifically, we identify key factors and research gaps within each category that need to be addressed. The final research questions provide a research agenda to guide scholars and help practitioners implement AI-based services while avoiding their potential negative outcomes. info:eu-repo/grantAgreement/ES/DGA-FSE/LMP51-21 info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00 info:eu-repo/semantics/openAccess by-nc-nd https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es 7.4 2024 MANAGEMENT 36 / 420 = 0.086 2024 Q1 T1 2.033 2024 Strategy and Management 2024 Q1 Management of Technology and Innovation 2024 Q1 17.2 2024 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Belk, Russell W. (orcid)0000-0002-9643-2814 Casaló, Luis V. Universidad de Zaragoza (orcid)0000-0001-7118-9013 Flavián, Carlos Universidad de Zaragoza 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 44, 3-4 (2024), 149-172 Serv. ind. j. SERVICE INDUSTRIES JOURNAL 0264-2069 669519 http://zaguan.unizar.es/record/133067/files/texto_completo.pdf Postprint info:eu-repo/date/embargoEnd/2025-07-30 847695 http://zaguan.unizar.es/record/133067/files/texto_completo.jpg?subformat=icon icon Postprint info:eu-repo/date/embargoEnd/2025-07-30 oai:zaguan.unizar.es:133067 articulos driver 2026-02-17-20:20:51 ARTICLE