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Services are the backbone of modern economies and are increasingly supported by technology. Meanwhile, there is an accelerated growth of new technologies that are able to learn from themselves, providing more and more relevant results, i.e. Artificial Intelligence (AI). While there have been significant advances on the capabilities of AI, the impacts of this technology on service provision are still unknown. Conceptual research claims that AI offers a way to augment human capabilities or position it as a threat to human jobs. The objective of this study is to better understand the impact of AI on service, namely by understanding current trends in AI, and how they are, and will, impact service provision. To achieve this, a qualitative study, following Grounded Theory methodology was performed, with ten Artificial Intelligence experts selected from industry and academia.