AI: What it can't do
From immemorial times to modern day, hospitality is enduring and in the ever-changing future - will continue to be so. Providing food and shelter to the traveler has been the bedrock of civilization. Of all the technological developments that have emerged over recent times, Artificial Intelligence (AI) is amongst the newest to loudly reverberate throughout the hospitality industry.
The public conversation around AI in hospitality is split between those who are in favour of it, those who are not and those who are yet to get a strong grip on the full picture. Begs the question: Will the thrill of AI keep glowing or fade away, once the hospitality industry gets a little more clear-eyed about its actual value?
In my previous article released last week I wrote on “AI: What it can do” for the hospitality industry. Today, I’ll delve briefly into what AI cannot do.
Humans still stand at the vanguard of service and many people prefer working with a live human - albeit aided by technology. Make no mistake, despite been surrounded by advancing technology, the ‘heart of hospitality’ will always revolve around personal service. When you ask people what they most recall after having enjoyed their stay in a hotel or their dining experience at a restaurant, the majority would mention an individual or two who provided great service and created a wow moment that remains etched in their minds. It needn’t be something out of this world – rather, the simple act of listening and finding a solution instead of a ‘no’, a ‘can-do’ attitude that pushes aside any obstacle that would threaten guest happiness.
Service is the technical delivery of the product. It can be done without any trace of hospitality. For instance, a check-in can be done with clinical operational efficiency – sans any eye contact, with minimal dialogue and near robotic motions. If that be the case, AI can then do a better job at less cost to the operator. Service delivered in the restaurant with a blank stare or grunt, however perfect technically is not hospitality. It is, as someone coined it ‘hoaxipilty’. I.e. faking hospitality, by mechanically saying something or going through the motions purely because it is scripted in the standards of operations. Again, AI with its ever - improving conversational ability can do all of that. And, the guest will be more forgiving than when dealt similarly by a live person.
As noticed by the increasing numbers of self-service applications, it is important to offer choices – whether passengers, patrons, guests, or customers – to allow them the ability to interact the way they want with your organization, restaurant, hotel property, or customer service department. Sadly though, it is paving the way for some hospitality business to totally morph into mere tech companies. Delivering services under the masquerade of hospitality and contaminating in the process, the core principles that have been driving the industry for ages.
While AI has the ability to resolve simple requests, summarize threads, and connect specific cases to the correct department and do other great things, it can’t and never will demonstrate the kind of human emotions, such as empathy, that customers come to value as the core of interpersonal relationships. True hospitality on the other hand uses the human element when delivering that service. Service and hospitality done together in perfect harmony elevates the guest experience.
Shafeek Wahab- Editor, Hospitality Sri Lanka, Consultant, Customer Service Trainer and Ex-Hotelier
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