Still no smart service? A review of technical barriers to smart service adoption in the GenAI era <jats:title>ABSTRACT:</jats:title> <jats:p>OEMs are shifting from product-centric offerings toward smart services, but adoption is still hindered by technical development barriers. We conduct a systematic literature review of peer-reviewed studies with original industrial evidence and identify eight barrier categories across data, semantics, integration, governance and modularity. We map them onto a smart-service architecture and key analytics roles, and relate them to GenAI building blocks such as LLMs and knowledge graphs, outlining a research agenda for overcoming technical barriers towards scalable OEM smart service development.</jats:p> 6 2343-2352 2343-2352 Cambridge University Press (CUP)