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Navigating AI Adoption in the Service Industry: A Focus on Organizational Dynamics

Thematic Area: Industry, AI and Digital Technology
Reference No. of the Track: 01

Description

In recent years, technological advancements have become integral to human life and, notably, the integration of artificial intelligence (AI) has emerged as a prevalent trend in this technological era (Özen and Özgül Katlav, 2023). AI technology has permeated diverse sectors including engineering, banking, medical treatment, and hospitality, where it collaborates with or supplants human roles (Wong et al., 2023). Particularly, AI adoption within the services sector, particularly in the labor-intensive hospitality industry, has witnessed rapid growth, marked by continuous advancements (Huang and Zheng, 2023). The advent of AI applications is reshaping prevailing business paradigms, prompting novel opportunities and challenges for the service domain. Hence, in the contemporary landscape, the integration of Artificial Intelligence (AI) technologies has emerged as a pivotal strategy to enhance operational efficiency, elevate guest experiences, and drive competitive advantage (Rasheed et al., 2024). However, the adoption of AI is not short of challenges, as it necessitates navigating multifaceted barriers to achieve user acceptance (Morosan and Dursun-Cengizci, 2024). Scholarly attention has predominantly focused on evaluating the costs and benefits associated with AI implementation. For instance in the hospitality sector, AI streamlines tasks such as self-check-in/out, room services, housekeeping, concierge services, and chatbot interactions, enhancing efficiency while reducing human costs (Ersoy and Ehtiyar, 2023; Zhu et al., 2023). A distinct research avenue examines costumer acceptance or rejection of AI technology, with findings indicating varying levels of convenience and efficiency perception among costumers due to technological complexity and lack of knowledge (Rasheet et al., 2023; Vorobeva et al., 2023). Although current studies primarily analyze the impacts of AI from the standpoint of customers, there is a justified need for additional exploration into its effects on employees (Rasheed et al., 2024; Li et al., 2022). Thus, it is imperative to explore the implications of AI technologies on employees, shedding light on emerging opportunities and threats in order to guide competency development aligned to evolving technology. This track would delve into the challenges and opportunities of AI adoption in the service sector, with a particular focus on overcoming organizational resistance. Contributions could explore how hierarchical positions influence the adoption process, addressing topics like employee concerns, strategic benefits perceived by top management and the need for tailored communication strategies across different roles. The track would also welcome contributions on the potential for AI to enhance operational efficiency and customer experiences, while exploring the human factors that either facilitate or hinder successful AI implementation.

Keywords
Artificial Intelligence (AI), service industry, perceptions, drivers, barriers, employees, stakeholders

Organizers

Claudia Cozzio, Free University of Bolzano, Italy
Massimo Morellato, Free University of Bolzano, Italy
Oswin Maurer, Free University of Bolzano, Italy


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