Study: The Most Important Factors in Guests’ Acceptance of AI
HOUSTON – In a new study from the University of Houston Conrad N. Hilton College of Global Hospitality Leadership, Professor Cristian Morosan and his former doctoral student, Aslihan Dursun-Cengizci, are shedding light on how accepting hotel guests are of artificial intelligence (AI). “We looked at a number of things that could influence customers when they delegate some of their decisions to AI,” Morosan said. “And the most important factors were perceived ethics, followed by benefits. For […]
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