Transformative Roles of Artificial Intelligence (AI) and Extended Reality (XR) in Revolutionizing Services

Services are experiencing a significant transformation powered by emerging technologies, notably Artificial Intelligence (AI) and Extended Reality (XR). Therefore, the current study aims to uncover the transformative roles of AI and XR in services. A systematic literature review is conducted across relevant databases, such as Scopus, Google Scholar, and Web of Science, using keywords and their combinations such as “Artificial Intelligence (AI), Extended Reality (XR) and Services”. Determined specific inclusion criteria for the studies, such as accessible articles from journals, English language, and contained the names in title, abstract, and keywords. Established exclusion criteria include studies that are not directly related to the central themes and literature that is not available in the required languages. Implemented a two-stage screening process; first by title and abstract, then full-text review, to determine eligibility for inclusion. Finally, a total of 34 studies were deeply reviewed. The review reveals the transformative roles of AI and XR in services, their evolution, their impact and application in various industries, and their connection with other themes. This study constitutes an effort to explore the depth of literature and develop the thematic framework on the convergence of AI and XR in services.