The Dynamic Impact of AI Service Robots on Brand Identity in Hospitality Industry

AI (Artificial Intelligence) service robot, as one of the most creative and commercial applications, has made great contributions to increase service efficiency and reduce labor cost, especially in hospitality industry. However, certain utilizations of AI service robot can precipitate the transformation of brand identity, which may either strengthen or damage the brand image. To investigate the interplay between brand identity and service robots from the perspectives of company and customer, this study suggests brand personality as the main measurement of brand identity, which describes a brand from five dimensions including sincerity, excitement, competence, sophistication, and ruggedness. By analyzing Tripadvisor reviews and Twitter posts of 38 hotels in the United States, this research deeply examines how the implementation of service robots impacts brand personality in the short- and long-term. Findings of our study can help hospitality brands better recognize the possible alteration of their brand identity while deploying AI service robot.