The integration of artificial intelligence (AI) in service marketing has revolutionized the industry, enabling innovation, operational efficiency, and personalized customer interactions. However, these advancements bring critical ethical concerns that must be addressed for sustainable and responsible AI deployment. This chapter examines AI's contributions to service marketing and the ethical practices needed to harness its potential without compromising moral values. The primary aim is to explore how ethical AI practices can enhance innovation, operational efficiencies, customer experiences, and foster sustainable competitive advantage. By synthesizing secondary sources, the authors provide insights into balancing AI capabilities with ethical standards. Findings highlight AI's contributions to innovation and personalization while emphasizing the importance of ethical considerations for academics, industry professionals, and policymakers.