The task of this master's thesis is to explore the analysis of introducing artificial intelligence into service-oriented companies and its impact. It will discuss the contributions of artificial intelligence to speeding up the operational processes of service-oriented companies, focusing on three selected representatives of service-oriented company operational processes such as contact centers, process optimization, and quality management. It will demonstrate the importance of introducing artificial intelligence into the operational processes of service-oriented companies, which mostly lies in freeing up employees' time from routine tasks, allowing them to focus on more complex tasks, rapid analysis of large amounts of data, process optimization, and providing personalized services that will increase customer satisfaction and the success of the company. In addition to theoretical analysis, empirical research of employees is conducted through an online questionnaire on the application of artificial intelligence in service-oriented companies in Croatia, which leads to a better understanding of the current frequency and effects of using artificial intelligence in service-oriented companies and in the operation of service-oriented company operational processes, the results of which will be discussed further below.