When disclosing the artificial intelligence (AI) technology integration into service delivery backfires: Roles of fear of AI, identity threat and existential threat

This presentation will provide an overview of customer perceptions of artificial intelligence (AI) technology integration in hospitality services. While the presence of the term “Artificial Intelligence (AI)” in a product description may be viewed as a sign of that product having advanced capabilities and features, it may also trigger fear and concern among consumers. Therefore, this presentation will first explore the impact of inclusion (vs. exclusion) of the “Artificial Intelligence” term in goods and service descriptions on consumers’ purchase intentions. Afterwards, how and why disclosing AI integration in hospitality services effects customers’ cognitive and affective trust, perceived quality, and usage intention in hedonic and functional services will be discussed. Finaly, whether existential and identity threats of AI are the primary drivers of customers’ fear of AI will be discussed.