Driving human-robot value co-creation in hospitality: The role of artificial empathy

Abstract

AI robots are increasingly deployed in the hospitality industry to enhance customer experience and drive value creation. However, the influence of empathic AI on human-robot value co-creation remains unclear. Based on the theories of value co-creation and social presence, this study investigates how robotic artificial empathy influences customers’ continuous intention to co-create with the robot. Results of three scenario-based experiments indicate that customers experience a stronger sense of automated social presence toward the robot when robots display a higher level of artificial empathy, which in turn increases their continuous intention to co-create. This effect diminishes in crowded service environments. Customers with a high need for social interaction are more sensitive to automated social presence and are more inclined to co-create with empathic robots. These findings provide theoretical and practical insights for integrating AI service robots into the co-creation process in hospitality.