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Our research explores the social representations of artificial intelligence (AI) in the service sector in France, using central core theory and the concept of personal involvement. A sample of 150 professionals was surveyed using the free association method. The findings reveal contrasting perceptions based on the level of involvement with AI, with attitudinal valences that are occasionally divergent. Highly involved individuals adopt an instrumental rationality, oriented toward AI functionalities and situated within a strategic, long-term perspective. By contrast, less involved individuals exhibit a social rationality, shaped by normative concerns and a reactive temporality focused on short-term efficiency gains. This divergence reshapes the managerial challenge, which no longer involves simply overcoming resistance to AI integration, but rather navigating between divergent rationalities to collectively and autonomously evaluate the tool’s relevance.