GenAI in Hospitality Study 2026 - LNU - Group 12

This study examines how Generative AI (GenAI) is reshaping the human element of service in hospitality experiences from a customer perspective, focusing on the pre-decision stage. Using a qualitative approach, the research is based on 12 semi-structured interviews with individuals who have experience using GenAI in service-related contexts. The findings show that GenAI plays a central role in transforming how customers search for and evaluate services. First, it enables automated filtering and structuring of information, reducing cognitive effort and allowing users to become more independent in their decision-making. Customers increasingly rely on AI as a starting point, rather than traditional sources such as search engines or human recommendations. Second, GenAI acts as a mediator of service choice by narrowing alternatives, summarizing key information, and providing personalised suggestions. This positions AI as a key “discovery engine” that influences which service providers customers consider. Finally, the human element of service is shifting rather than disappearing. While AI dominates early stages, human interaction becomes more important in complex or emotional situations. Overall, the study highlights a transition toward AI-driven efficiency combined with more situational and value-intensive human involvement.