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The emergence of Semantic Web Services is stimulating the need for modern enterprises to efficiently and rapidly develop and deliver machineprocessable and machine-interpretable value-added services in order to automate a variety of tasks on the Web. However, semantic-based services are scarcely adopted and utilised as there are few real-life examples that demonstrate the possibilities and benefits of such services. Furthermore, there is a lack of service creation frameworks and technical platforms that purport to guide and promote simple, flexible, rapid, and unified engineering of semantic-based services. In addition, current semantic service platforms do not support the construction of semantic services that are intelligent beyond the application of ontologies. In this position paper, preliminary efforts that seek to address the challenges of simplifying and speeding-up the engineering process of intelligent semantic services are presented. The goal of the work presented in this paper is about providing service providers, designers, and consumers with simple, unified, and yet simple tools that can aid in the technical implementation of intelligent semantic-based services. The main contributions envisioned from this research is a conceptual service creation framework called iSemServ and a technological service creation platform, which is intended to simplify and support the phases of building intelligent semantic services in an integrated manner. The proposed research adopts a quantitative approach with the main focus on model-building, prototypes, laboratory experiments, and computer-based simulations.