GenAI in [Restaurant] Study 2026 - LNU - Group 9

This report is about how customers experience and use Generative AI (GenAI) in restaurant service contexts. Today, tools like ChatGPT are becoming more common in everyday life, and customers can use them for things like translating menus, understanding dishes, getting recommendations, and making decisions faster. Because of this, it becomes relevant to study how this technology affects customer experiences in restaurants. The problem this study looks at is that GenAI is growing quickly in service settings, but there is still limited understanding of how customers actually experience using it in real restaurant situations. It is important to examine whether GenAI changes the way customers interact with restaurant staff, whether it improves the service experience, and whether it affects the human side of hospitality. The purpose of this study is to explore how customers use GenAI in restaurant service situations and how it affects their experiences and interactions. The research question is: How does the use of GenAI influence customer experiences and interactions in restaurant service contexts? To answer this question, a qualitative research method was used. The study is based on 12 semi-structured interviews with participants who had experience of using GenAI in restaurant-related situations. The interviews were recorded, transcribed, anonymised, and analysed using the Gioia methodology in order to identify patterns, themes, and overall findings. The results show three main findings. First, GenAI creates value for customers by helping them understand menus and dishes, make decisions faster, and feel more independent. Second, trust in GenAI is limited, since most participants saw it as helpful as a first step, but not something they completely relied on. Many still wanted to double-check the information themselves or ask staff directly. Third, even though GenAI makes parts of the restaurant experience more efficient, it does not replace the human part of the service. The participants still thought that staff were important for personal interaction, reassurance, and creating a welcoming atmosphere. Overall, the study shows that GenAI mainly works as a support tool in restaurant service rather than a replacement for human service. It makes the experience more convenient and efficient, but the human element of hospitality is still an important part of the overall restaurant experience.