Background: To remain competitive in Industry 4.0, B2B suppliers must develop new and increasingly advanced digital services by incorporating AI. However, although being of interest to practitioners, academic research on successful AI implementation in B2B functional domains is lacking. Consequently, academics have stressed the importance of developing comprehensive frameworks within B2B marketing to accelerate the creation of strategic roadmaps for AI implementation. Purpose: The purpose of this study is to explore how AI can be utilized to enhance digital servitization, according to the perspectives of one supplier and several of its customers. The aim is to provide a framework that can assist practitioners in implementing value-adding AI services. Method: To fulfill the exploratory purpose of this study, a qualitative single-case research design was applied. The empirical data was collected through twelve in-depth semi-structured interviews.  Utilizing an inductive approach, the data has been analyzed and interpreted through a thematic analysis. Conclusion: Incorporating a complete S-D logic mindset by implementing the AI solution based on all five axioms was found to enhance digital servitization. A model displaying various servitization activities connected to these axioms arose, emphasizing their collective impact. Additionally, suppliers may enhance digital servitization through the implementation of AI by engaging in three transformational mechanisms, namely customization, automation, and agile co-development.

Self-service technologies are rapidly increasing in the retailing industries as retailers aim to streamline transactions and enhance efficiency for both consumers and themselves. Despite various studies on SSTs, exploring their usability, impact, and influence on consumers' value co-creation was still lacking. Through this study, the influence of SSTs on consumers' value co-creation has been investigated by a qualitative approach, consisting of interviews and observational studies. The gathered data has helped this study to gain insights into the subjective dimensions of consumers' experiences, behaviors, and interactions with SSTs in a supermarket in East London.  Thematic analysis of the data reveals four key dimensions of value co-creation through SSTs: Value-Driven Efficiency, Autonomous Value Co-Creation, Value-Enriched Shopping Experience, and Value-Driven Refinement. Applying Service-Dominant (S-D) logic, the study finds that SSTs significantly enhance shopping experiences by providing convenience, efficiency, and autonomy, especially for small purchases. Consumers engage actively with SSTs, making informed decisions and navigating independently, with assistance available as needed. Common challenges include scanning items without barcodes, purchasing age-restricted items, and SSTs malfunctioning. Despite these issues, the overall impact of SSTs remains positive.