Process modeling is broadly agnostic concerning the technology used for inputs and outputs, despite the choice of technology significantly determines and influences processes. Given the maturation of augmented reality and its increasing application in services, we seek to explore whether business process modeling can support such emerging and immersive technologies. To determine if current process modeling approaches are suitable for this purpose, we conduct a criteria-based assessment of the literature based on a thorough literature review. As a result, we identified several shortcomings and propose a research agenda to guide further development of process modeling to cope with the increasing adoption of augmented reality for service design and service innovation in organizations. Thus, we contribute to the understanding of augmented reality as a matter of service design and increase the accessibility of augmented reality for small and medium enterprises