The emerging Industry 4.0 technologies that are impacting the global economy also represent an extraordinary opportunity to increase customer value in the service sector. Indeed, the ongoing Fourth Industrial Revolution differs from previous technologies in three main ways: (1) technological developments overcomes humans’ capabilities such that humans or even companies are no longer controlling technology; (2) customers embrace life in new technology-made environments, and (3) the boundaries between human and technology become to be blurred. This document explains these novel insights and defines the key AI-related concepts linked to each of these three distinctive aspects of Technologies 4.0 in services.