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About the Future Servicescape driven by AI




“What will be necessary for future service driven by AI?”

With the advent of AI (Artificial Intelligence), cutting-edge technologies are quickly changing how we live, encouraging servicescape to become the site where new interactions are generated, going beyond a barrier between physical and digital. Through this progressive shifting, future service will serve a digitally-enabled experience via a next level of service platform that consists of a cloud AI platform to recognise not only human behaviours but also surrounding contexts. For an AI supported future service, the introduction of new infrastructure will be necessary. Thus, this research aims to propose a future servicescape for approaching and designing the future service, hence demonstrate its application based on an emergence of next level of interfaces such as AR(Augmented Reality), VR(Virtual Reality) and MR(Mixed Reality).


This research is an envision project for creating new future service with the future servicescape. In order to explore the feasibility of this proposed future service and servicescape, this research will develop a service simulator as a technical prototype for describing a future servicescape. This study will contribute to proposing a new form of future service with a new concept of interaction based on AI.


Build Future Servicescape

“The best interface is no interface [Golden Krishna 2015].”

Servicescape means the tangible and intangible environment in which service processes take places [Bitner 1992, Novak, Hoffman & Yuns 2000, Shankar et al. 2010, Harry 2015]. With a requirement of customers who select AI based service instead of traditional service, many interaction and service designers are trying to propose a new interaction to satisfy customers with adaptive service supported by AI plus advanced data science. So it is expected that servicescape for AI-driven service will be evolved as Zero UI(User Interface) via adaptable interaction. In this environment, it is possible to understand people’s behaviour in daily life without a screen limitation and accessibility gap, being able to create a developed level of service like ‘Amazon go (2016)’. To build this future servicescape, individual interfaces and built environment should be changed to AI-driven interactions. Smart lighting and smart contact lens could be considered as a new component to configure Zero UI with AI recognition technologies such as voice, face, in the sensor-packed city. This is because a global market reader company like Philips and General Electronics (GE) are focusing on a development of lighting network and infrastructure via smart lighting. Patents about a smart contact lens recently were obtained by multinational technology companies like Google and Samsung. If the smart lighting combines with a camera to recognise people and space context, AI will understand a person’s face, behaviour and space situation. In this environment, cloud AI platform might enhance a person’s experience with a real-time data analysis of big data. Figure 1 illustrates the system structure of the future servicescape.

Figure1. System Structure

Figure1. System Structure


Design Future Service

“Despite the promise of a peer-to peer empowered world, the economic and political benefits have proven to be asymmetrical. [Don Tapscott & Alex Tapscott 2016].”

The future service proposed in this paper is a sharing experience beyond physical goods through creating user-generated content in the upcoming new servicescape. For example, when a customer has an appropriate time for a certain product, the intelligent servicescape can understand the context and collect the situation as a content of an advertisement for the product via diverse smart devices. Smart lighting and contact lens, connected with AI, especially, will lay at the centre of the smart system.

To prove the validity of the emergent approach to future servicescape, a scenario of the simulation environment is being created (Figure 2). In this scenario, people can share their experience with other people via advertisement as a new kind of real-time interaction based on their permission and AI’s selection, matched by brand image. Smart lighting could be regarded as a sensor everywhere to empower AI to understand a person’s situation and space context. In addition, smart contact lenses could be the new wearable interface for individual display in order to serve services and share the wearer’s experience.

Figure2. Service Scenario

Figure2. Service Scenario



Technical advances in information, interaction and AI technology inspire designers to take new concepts and idea into the future servicescape. In the near future, diverse forms of individualised services will emerge by making a connection between users.


more information 






  • BITNER, M. J. 1992. Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing, 56, 2, 57-71.
  • FOGG, B. J., AND HREHA J. 2010. Behavior wizard: A method for matching target behaviors with solutions. In: International Conference on Persuasive Technology. Springer Berlin Heidelberg, 117-131.
  • KRISHNA, G. 2015. The Best Interface Is No Interface: The simple path to brilliant technology, New Riders.
  • NOVAK, TH.P., HOFFMAN, D. L., AND YUNG, Y-F. 2000. Measuring the customer experience in online environments: a structural modeling approach. Marketing Science, 19, 1, 22-42.
  • SHANKAR, V., VENKATESH, A., HOFACKER, C., AND NAIK. 2010. Mobile marketing in the retailing environment: current insights and future research avenues. Journal of Interactive Marketing, 24, 111-120.
  • Tapscott, D. AND Tapscott, A. 2016. Blockchain Revolution: How the technology behind Bitcoin is changing money, business, and the world. Penguin, 4.
  • VLIET, H. V. 2015, Research Framework: Servicescapes []


Class: Envision Platform (Director: Ronald Jones / Tutor: J.Paul Neeley)

Project presented at Criteria Conference, Beirut Design Week 2017

Spring 2017 @Royal College of Art


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