Keynote Panel
September 19, 2026
Robots, AI, and the New Service Encounter — Who's Serving Whom?
The hospitality and tourism industry is undergoing a fundamental transformation in how services are delivered, experienced, and evaluated. From robotic bartenders and anthropomorphic chefs in quick-service restaurants to AI-powered concierge systems and automated front-desk interactions in luxury hotels, service robots are no longer a futuristic concept — they are an operational reality reshaping the guest encounter across every sector of the industry.
Yet the research tells a nuanced story. Customer acceptance of robotic service is neither universal nor straightforward. It varies by demographic segment, cultural background, service context, and the nature of the task being automated. Senior patrons respond differently than younger guests. Luxury travelers hold different expectations than budget-conscious consumers. And across cultures, the emotional and cognitive calculus of interacting with a machine in a fundamentally human-centered industry remains deeply contested.
At the same time, the workforce implications of robotic deployment are profound and understudied. Hotel and restaurant employees are navigating real anxieties about job displacement, role redefinition, and the psychological burden of working alongside AI systems. Generational differences shape how frontline workers perceive and adapt to these changes — and how organizations manage that transition will determine whether automation becomes a source of competitive advantage or organizational disruption.
This panel brings together leading researchers whose work — published in the Journal of Hospitality and Tourism Technology — sits at the intersection of technology adoption, service quality, consumer behavior, and workforce dynamics. Together, panelists will examine the current state of robotic and AI service integration across hotels, restaurants, and bars; identify where automation is delivering measurable value and where it is falling short; and explore what the evidence tells us about designing human-robot service encounters that genuinely satisfy guests while supporting — rather than undermining — the workforce.
Key Questions the Panel will Address:
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Under what conditions do guests prefer robotic service over human service, and when does the preference reverse?
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How does robot anthropomorphism affect customer trust, perceived creativity, and loyalty?
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What are the real workforce consequences of AI adoption in hotels and restaurants — and how do generational and cultural factors shape employee responses?
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How should operators sequence and stage robotic deployment to maximize adoption without alienating guests or staff?
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What does the next generation of service robot research need to address that current literature has not yet answered?
PANELISTS
Dr. Lisa Cain is an Associate Professor in the Chaplin School of Hospitality and Tourism Management at Florida International University, where she teaches both undergraduate and graduate-level Hospitality Management courses. She currently serves as the Editor in Chief for the International Hospitality Review, and the Assistant Editor for the Journal of Hospitality & Tourism Cases. She also serves as an editorial advisory board member for the International Journal of Hospitality Management, the International Journal of Contemporary Hospitality Management, and the Journal for Hospitality Marketing and Management. Her research interests fall within the broad topics of organizational behavior and marketing, with an emphasis on understanding internal and external customer experiences. Specifically, she has published in the areas of work-life balance, technology, gender issues, and loyalty in the hospitality industry. She continues to develop research in these topics.
Lisa Cain, PhD, Associate Professor
Florida International University
Prof. Mehmet Ergul is a Professor and the Interim Chair of the Department of Hospitality, Tourism and Event Management at San Francisco State University. A leading expert in food tourism, sustainable hospitality, and sensory evaluation, Dr. Ergul’s work frequently explores the intersection of operational innovation and the evolving guest experience.
With a Ph.D. in Hospitality Administration from Texas Tech University, his research addresses the critical shifts in how services are delivered and evaluated within the restaurant and hotel sectors. As a panelist, Dr. Ergul brings deep expertise in the sensory and psychological dimensions of service, offering vital perspectives on how the integration of AI and robotics impacts consumer acceptance, service quality, and the future of the human-centered hospitality workforce.
Mehmet Ergul, PhD, Professor & Interim Chair
San Francisco State University