The digital movement has radically altered how manufacturing companies interact with their customers. By using Artificial Intelligence (AI), companies have drastically changed their value co-creation (VCC) strategies. We adopt a case study approach and engage with an original equipment manufacturer (OEM) to get a grasp of the phenomenon. Among the data collection methods we assume, we conduct semi-structured interviews with the company project team and its customer base. In addition, we collect secondary data and run focus groups within the studied firm's management team. This research in progress will advance a framework linking VCC with service maturity and identify the performance metrics required for the AI-based journey. Such a framework may assist practitioners in building services based on AI and VCC. Ultimately, we plan to offer theoretical implications to progress the AI and VCC debate and propose future research suggestions.