When AI supervises humans: how AI management triggers self-objectification and undermines proactive behavior

Purpose The integration of artificial intelligence (AI) into daily operations and management has become increasingly prevalent within the hospitality industry. However, the impact of transitioning managerial roles from humans to AI on hotel employees’ cognition and work behavior remains an unresolved issue. This paper aims to examine the relationship between AI management and proactive work behavior by identifying self-objectification as a mediator and AI identity as a moderator. Design/methodology/approach This research uses self-determination theory to investigate this phenomenon through two scenario-based experiments (Studies 1 and 2) involving a total of 328 hotel employees. Findings The findings from Study 1 indicate that AI management, compared to human management, positively predicts self-objectification among employees. Additionally, the influence of AI management on self-objectification is moderated by AI identity, with employees possessing a strong AI identity being less susceptible to self-objectification. Study 2 corroborates these findings and further reveals the mediating role of self-objectification in the relationship between AI management and proactive work behavior. Practical implications The logistic regression results reveal that employees managed by AI are only half as likely to engage in proactive work behavior as those managed by humans. To address this challenge, it is imperative for hotels to cultivate an environment in which employees feel both empowered and valued by implementing AI identity training and employee development programs. Originality/value This study, based on self-determination theory, elucidates how AI management influences proactive work behaviors, contributing to the existing literature and offering new perspectives for the hospitality industry to enhance proactive work behaviors among hotel employees.