Navigating the AI horizon in hospitality: a novel classification and future research agenda

Abstract

Purpose This study aims to evaluate Artificial Intelligence (AI) research in the hospitality industry based on the service AI framework (mechanical-thinking-feeling) and highlight prospective avenues for future inquiry in this growing domain. Design/methodology/approach This paper conceptualizes timely concepts supported by research spanning multiple domains. Findings This research introduces a novel classification for the domain of AI hospitality research. This classification encompasses prediction and pattern recognition, computer vision, NLP, behavioral research, and synthetic data generation. Based on this classification, this study identifies and elaborates upon five emerging research topics, each linked to a corresponding set of research questions. These focal points encompass the realms of interpretable AI, controllable AI, AI ethics, collaborative AI, and synthetic data generation. Originality/value This viewpoint provides a foundational framework and a directional compass for future research in AI within the hospitality industry. It pushes the industry forward with a balanced approach to leveraging AI to augment human potential and enrich customer experiences. Both the classification and the research agenda would contribute to the body of knowledge that will guide the industry toward a future where technology and human service coalesce to create unparalleled value for all stakeholders.