“U” in User Experience (UX) Stands for the Frontline Employee: A Case Study of Voice Assistant Technology Use in Hotels

This case focuses on voice assistant technology, one of the AI-based service technologies in hotels, which transforms service employees’ work environments and hotel guests’ experiences. The application of AI-based technologies in the service industry has been widespread and provided various advantages to customers and organizations. However, at the same time, the adoption accompanied technology challenges that influenced successful operation and management. Drawing from the previous literature and the current issues related to voice assistant technology, this case study presents the four potential challenges that service employees may encounter in the use of the technology in the lodging industry with imaginary scenarios considering each situation so that the organizers can fully take advantage of voice assistant technology by avoiding the threats: (1) Privacy concern; (2) Ease of use; (3) Efficiency; and (4) Customer service.