Humanizing the customer experience with AI chatbots: a study in the food services industry toward achieving SDG 11 and SDG 12

Purpose This study explores how AI chatbots in the food service industry can enhance customer experience while contributing to SDG 11 (Sustainable Cities and Communities). It also examines how collaborations between AI developers, restaurants and sustainability-focused organizations can drive responsible consumption (SDG 12), demonstrating the potential of AI to promote sustainable practices. Design/methodology/approach The study adopted a quantitative approach to measure the chatbot-related constructs, including chatbot efficiency (CE), perceived hospitality (PH), perceived authenticity (PA), positive impression, attitude toward the chatbot, satisfaction and acceptance. Data collection and analysis were conducted on 350 participants who ordered food from a Lebanese restaurant. The theoretical model is based on a structural equation model where PH and PA serve as dependent variables. Findings The findings, statistically significant with P-values < 5%, confirm that AI CE positively impacts customer satisfaction and acceptance, with PH and authenticity enhancing the overall consumer experience. The study also highlights how restaurant-led innovations contribute to improving resource efficiency, enhancing service delivery capacity in urban settings and promoting ethical consumption practices, thus supporting SDG 11 and SDG 12. Practical implications Studying the impact of CE (quality) on consumer experience and its relevancy to humanness can aid in building deep knowledge around the survival and expansion of a food delivery/takeaway service while integrating advanced technology, i.e. artificial intelligence tools. Originality/value This adds value to existing limited literature related to chatbot PH and PA in the food delivery/takeaway services in the Lebanese market and gives insights to restaurant managers and academic researchers.