Samson Mekonnen (PhD)Bethel Tibebu2024-08-292024-08-292024-05https://etd.aau.edu.et/handle/123456789/3425The growing presence of Artificial Intelligence is an intriguing new frontier that is yet to be studied with an enormous potential to transform the service marketing communication environment.AI can enhance service marketing communication by improving communication tactics, gaining insights, streamlining operations, and developing image and it can also leverage visual content for effective communication.With this expanded application area, this study strives for holistic investigation integration of AI in service marketing with empirical evidence from Ethio-Telecom. The interpretive research paradigm and qualitative research method are employed. Data was gathered through semi-structured and in-depth interviews with purposively selected customers and marketing practitioners of the focal company.The findings in this study revealed that Ethio-Telecom has not used the AIs to their full potential. The core issue lies in Ethio Telecom's focus on introducing AI without fully addressing customer hesitancy and lack of awareness regarding AI applications. Mari's (2019) research emphasizes the importance of effective communication tactics when integrating AI which Ethio-telecom has failed to do.Recommendations include developing AI-Powered Customer Service, Building Customer Trust, and Leveraging AI for Personalized Marketing.en-USArtificial IntelligenceThesis