Challenges in re-designing operations and jobs to embody AI and robotics in services. Findings from a case in the hospitality industry

The adoption of artificial intelligence (AI) and service robots in the tourism industry for frontline service automation is generating a growing interest. Although there is a fairly large body of literature about this research field, the impacts on the service encounter need to be further investigated. The paper presents an action research project that led to employ the humanoid robot Pepper, equipped with a supervised machine-learning AI system, at the reception of an Italian hotel to provide information to clients. This allowed to explore the role played by this agent and the effects on the changing role taken by frontline employees (FLE) and customers. Findings show that this technology can act as an augmentation force and that FLEs' role can evolve mainly into that of enabler - of the customers and of technology -, innovator and coordinator, while customers may take above all the role of enabler of the technology. The study also contributes to introduce the new role of AI supervisor among FLEs.

Automated summary

The study explores the use of humanoid robot Pepper in an Italian hotel to provide information to clients, finding that the technology can act as an augmentation force, leading to changes in the roles of frontline employees and customers.