Redefining the servicescape in hospitality through technology and artificial intelligence: a conceptual framework

Purpose This study aims to propose an expanded framework for the servicescape paradigm in hospitality, integrating technological advancements, particularly artificial intelligence (AI), to address the emergence of hybrid physical-digital service environments. Design/methodology/approach This conceptual paper synthesizes the literature on servicescape, technology integration and the customer experience in hospitality. It develops an AI-integrated framework that unifies physical, social and digital dimensions, incorporating prior extensions and moderating factors. Findings The revised framework enhances Bitner’s (1992) model by embedding AI-driven ambient conditions, spatial functionality and interactive artifacts while introducing AI-augmented social interactions and a digital/virtual servicescape. It highlights how AI enhances personalization and efficiency, moderated by factors such as customer technology readiness and service context, while emphasizing the need to preserve human-centric service values. A practical hotel example illustrates its application. Originality/value This study advances the servicescape paradigm by positioning AI as a core dimension, not merely an add-on, offering a novel lens on hybrid service environments in hospitality. It bridges theoretical gaps by integrating prior extensions (e.g. social servicescape, e-servicescape) with digital innovations, providing actionable insights for practitioners to balance technology and emotional engagement in guest experiences.