We are at a tipping point in a tech revolution that has the potential to transform the way we do everything. Generative AI will help us co-create new products, services and experiences. There are at least three roles service designers can play in the development of these new systems. Firstly, it will be about shaping the ways people will understand and interact with the AI. Next, service designers can bring their ‘lens’ to help ensure that those systems are useful, usable, efficient, effective and desirable and differentiated1 (u2e2d2p2) – from both the person and the provider’s point of view. Finally, our best service design methods and foresight can be applied to design responsibly and avoid bias and unintended consequences.