151717 20251017144640.0 doi 10.1016/j.ijhm.2025.104130 sideral 143219 ART-2025-143219 eng Casaló, Luis V. Universidad de Zaragoza (orcid)0000-0002-9643-2814 Intelligence and humanness as key drivers of service value in Generative AI chatbots 2025 Access copy available to the general public Unrestricted Automated service agents with different levels of artificial intelligence (AI) - mechanical, analytical, and emotional - are gradually replacing employees in their interactions with customers. Previous research suggests that these agents (e.g., chatbots) should embed human behavioral traits such as warmth, competence, and even automated social presence (i.e., perceiving that one is interacting with someone else). However, it is unknown whether different levels of AI are perceived by customers as features increasing humanness and, subsequently, leading to higher functional, monetary, social, or emotional value. Through an experimental design based on tourism chatbots, the results from structural equation analysis reveal that whereas mechanical AI decreases automated social presence, analytical AI increases perceptions of competence and warmth, and emotional AI improves all humanness cues. The article merges the research streams of service agent design and customers’ perceptions of humanness to guide tourism managers in implementing generative AI agents to increase service value. info:eu-repo/grantAgreement/ES/DGA-FSE/S20-23R METODO Research Group info:eu-repo/semantics/embargoedAccess by-nc-nd https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Millastre-Valencia, Paola Belanche, Daniel Universidad de Zaragoza (orcid)0000-0002-2291-1409 Flavián, Carlos Universidad de Zaragoza (orcid)0000-0001-7118-9013 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 128 (2025), 104130 [13 pp.] INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT International Journal of Hospitality Management 0278-4319 670285 http://zaguan.unizar.es/record/151717/files/texto_completo.pdf Postprint info:eu-repo/date/embargoEnd/2028-02-15 1746456 http://zaguan.unizar.es/record/151717/files/texto_completo.jpg?subformat=icon icon Postprint info:eu-repo/date/embargoEnd/2028-02-15 oai:zaguan.unizar.es:151717 articulos driver 2025-10-17-14:31:37 ARTICLE