Collaborating Authors


Guest Editorial


Artificial intelligence (AI) is motivating the automation of processes and services, being recently used as a way to interact directly with customers in frontline services (Belanche et al., 2020a). AI constitutes a major source of innovation (Huang and Rust, 2018), with a potential for disruption particularly high in services (Bock et al., 2020). As a result, there is an increasing interest in implementing automated forms of interaction in services (Paluch et al., 2020; Flavián et al., 2021), and this trend is not different in the tourism, leisure and hospitality industry. The use of AI and autonomous robots to perform different tasks in this context is continuously increasing (Ivanov and Webster, 2019; Tussyadiah, 2020; Belanche et al., 2020b), which is reshaping the service and affecting experiences and relationships with customers. In addition, service automation may have a great impact on customer choices (Van Doorn et al., 2017) and behaviors (Grewal et al., 2017).

Like it or not, artificial intelligence is here to stay


Artificial intelligence (AI) is changing the way we live our lives; it is everywhere and here to stay. The concepts of Artificial intelligence started on the pages of science fiction, which introduced us to the notion of smart robots. With the invention of electronic digital computers in the early 1940s the pursuit of AI was made possible. The term itself was coined at a conference at Dartmouth in the summer of 1956, where scientists gathered to discuss ways to program computers to solve problems with the skills of a human. AI flourished for the next two decades and optimism was high that we would soon have machines with the general intelligence of an average human.