Strategic and ethical considerations of AI service robots: implications for customer satisfaction in the South African Hospitality industry

Purpose Artificial intelligence service robots (AISRs) are reshaping the hospitality industry, offering strategic advantages in efficiency, service consistency, and customer engagement. However, extant research remains largely grounded in Western, individualistic contexts that privilege utilitarian performance metrics. Limited attention has been given to how culturally embedded relational ethics shape customer evaluations of AI-mediated service encounters. This study aims to examine the strategic and ethical implications of AISR adoption for customer satisfaction within the Ubuntu-informed South African hospitality context. Design/methodology/approach A qualitative research design was adopted using purposive sampling. Data were collected through focus groups and semi-structured interviews with hospitality consumers in South Africa. Inductive thematic analysis was conducted to identify patterns in consumer interpretations of the use of AISRs and their perceived impact. Findings Strategically designed, emotionally intelligent AISRs can enhance satisfaction, whilst ethical shortcomings, such as limited transparency or cultural misalignment, undermine trust. Hoteliers are encouraged to adopt AISRs that balance robotic efficiency with human warmth, provide opt-in controls, and remain sensitive to cultural values. Originality/value This study advances strategic AI governance scholarship by integrating cultural ethics with Service Differentiation Theory in emerging markets. It offers insights into how the culturally aligned adoption of AISRs can improve customer satisfaction whilst addressing concerns about transparency, trust, and Ubuntu values. Future research should extend these findings by quantitatively assessing the evolving role of AISRs.