Intelligence and humanness as key drivers of service value in Generative AI chatbots

Casaló, Luis V. (Universidad de Zaragoza) ; Millastre-Valencia, Paola ; Belanche, Daniel (Universidad de Zaragoza) ; Flavián, Carlos (Universidad de Zaragoza)

Resumen: 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.

Idioma: Inglés

DOI: 10.1016/j.ijhm.2025.104130

Año: 2025

Publicado en: International Journal of Hospitality Management 128 (2025), 104130 [13 pp.]
ISSN: 0278-4319

Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S20-23R METODO Research Group

Tipo y forma: Article (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)