Artificial Intelligence Automation and Job Insecurities in the Hospitality Industry: An Employees and Management Perspective

Automation with abundant features of artificial intelligence (AI) demonstrates human-like intellect in intelligent machines. These devices are the primary sources of innovation nowadays and have swiftly spread throughout service sector industries. AI-automated systems simulate the human workforce to boost work efficiency. AI-automated machines establish human characteristics and have demonstrated well in providing soothing experiences to end users in the service industries. AI-automated systems are becoming more prevalent in the hospitality industry. These days the AI systems can determine customers’ preferences by simply compiling the available information from types of reservations, transactions, and even customer satisfaction surveys. AI automation systems are already in use to create a better customer experience by the hospitality industry. These AI-based automated systems can talk to guests verbally or through text commands. AI-automated systems like concierge and room service robots significantly improve service processes and customer relationships. This study examined the perception of hotel employees of AI automation and its influence by focusing on job insecurity. The literature review led to the construction of a structured questionnaire filled by managerial and nonmanagerial employees in selected hotels. The study was an explanatory survey and then a qualitative case study where analysis of responses showed a perception of job instability among nonmanagerial employees. Also, the nonmanagerial employees agree to the use of AI automation in areas where no direct contact with the guest is needed. Nonmanagerial and managerial roles are perceived similarly in AI automation for food and beverage services. Both management and nonmanagerial personnel supported that a personal touch is necessary to meet visitors’ food and beverage needs in the AI automation times.