Master's Thesis from the year 2019 in the subject Business economics - Miscellaneous, grade: 2,0, VU University Amsterdam, language: English, abstract: This thesis seeks to explore the enhancing and inhibiting factors consultancies have to address when implementing services related to artificial intelligence. To address the discussion of current research, whether AI is an enhancing or a disruptive innovation, the author compares the answers to the research question with existing literature on service innovation. He aims to show whether AI requires a different innovation process than other service innovations. Firstly, the literature review addresses the theoretical background of this study by discussing literature on service innovation capabilities. Hereby, in particular, the factors that are associated to contribute as enhancing factors. Secondly, the methods section outlines the approach of the research design, data collection and data analysis. Thirdly, in the results section, the results of the study are presented, compared with the existing literature and placed in the discussion of the existing literature. Finally, in the discussion section, the results, their implications for service innovation theory and consultancies in practise are discussed. The research concludes with its limitations and the potential areas for future research.