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About

Paul G. Patterson is a distinguished services marketing scholar whose research has become increasingly focused on the transformative role of robotics and artificial intelligence in the service sector. Based at UNSW Sydney, Patterson has made landmark contributions to our understanding of how service robots are reshaping interactions between businesses, customers, and frontline employees — a body of work that has earned him remarkable recognition in the academic community. His 2018 paper "Brave New World: Service Robots in the Frontline," co-authored with key collaborators, has accumulated an extraordinary 2,082 citations, establishing it as a foundational text in the emerging field of service robotics research. This work drew a compelling parallel between today's service automation revolution and the eighteenth-century industrial revolution, signaling a pivotal inflection point for the entire service industry. His systematic literature review on service robots published in 2020 further cemented his authority in this space, garnering over 541 citations. Patterson's research is particularly valuable for its practical orientation — exploring customer acceptance, technology adoption, and the nuanced dynamics between robots and human service employees. For students and researchers navigating the rapidly evolving landscape of AI-driven service delivery, Patterson's work provides an indispensable scholarly foundation.