Artificial intelligence in the kitchen: can humans be replaced in recipe creation and food production?

Purpose Artificial intelligence (AI) is increasingly involved in idea generation and production processes. To understand AI’s pivotal roles in the back-of-house operations of restaurants, this study aims to examine the effects of AI involvement in recipe creation and food production on consumers’ willingness to order food. Design/methodology/approach We conduct three experiments in the context of casual dining restaurants. The authors examine the main effect of AI involvement in recipe creation and food production on the willingness to order food in a hypothetical restaurant (Study 1) and a real restaurant (Study 2). In addition, the authors also investigate the mediating role of uniqueness neglect. The authors explore whether the negative effect of AI involvement in recipe creation is attenuated in the presence of cues of uniqueness consideration (Study 3). Findings We demonstrate that AI involvement in food production does not elicit negative responses to a menu but that consumers show unfavorable responses when AI is involved in recipe creation. The authors also identify the mediating role of uniqueness neglect. Furthermore, the authors reveal a way to mitigate the negative perceptions of AI involvement in tasks requiring intuition and instinctive decision-making (i.e. recipe creation) by incorporating cues that emphasize uniqueness considerations. Originality/value We deliver causal evidence for the significant impacts of AI involvement in recipe creation and food production, using multiple experimental designs involving both hypothetical and real restaurants. The findings, thus, can tackle an ongoing challenge in the tourism and hospitality industry – the deficit of human resources in back-of-house operations.