Purpose This study answers multiple editorial calls for service organisations to understand how older adults acquire digital experience, competence and confidence in using technologies and how they choose to adopt these technologies in their daily lives. The purpose of this study is to investigate how robotic technologies can be a transformative service from the perspective of consumers. Specifically, it examines how these technologies can alter perceptions of consumers’ perceived age and affect their learning abilities.

Design/methodology/approach This study centres on a series of focus group studies of older adults in Australia aged between 65 and 89, who lived at home with a set of robotic technologies during the study. Data were examined using thematic analysis.

Findings The findings reveal that cognitive age mediates the relationship between technology adoption and learning capability. Furthermore, cognitive age is multidimensional and non-linear and can purposefully be altered through events and interactions with new stimuli. In addition, the findings suggest that technological competency is a transformational learning capability. This capability enhances the learning ability and allows for distinctive benefits from interacting with new technology.

Practical implications This study shows a promising future involving the independent use of technologies to assist older people to live better lives at home. This study is also a big step towards a dynamic view in service marketing that affects older consumers in a technology-centred society with a rapidly ageing population.

Social implications The findings have implications for the well-being of older adults living at home, as ageing at home can be central to a person’s sense of identity and independence.

Originality/value This study directly responds to several recent editorials about research priorities in the new service marketplace. Specifically, it responds to the editorial calls for understanding how older consumers choose to embrace technology and efforts to uncover their competencies with digital technologies. This study makes a unique empirical contribution, given that the data were collected during the peak of the COVID-19 pandemic.