Considerations on the use of ChatGPT in service design

Abstract

This study investigates the value and necessity of service design for small and medium-sized enterprises (SMEs) and explores the potential of ChatGPT in this domain. By replicating past successful service design cases using ChatGPT, the research compares the AI's performance with that of human designers. The findings reveal that while ChatGPT can effectively handle simple design tasks, it struggles with complex issues requiring a unified core value and specific contextual understanding. The study emphasizes the importance of clearly defining core values when using ChatGPT for service design and highlights the growing role of AI in enhancing service design teams in SMEs.