Can AI robots foster social inclusion? Exploring the role of immersive augmentation in hospitality

Purpose Grounded on the X Reality framework and human–machine collaboration, this study aims to explore the potential of immersive augmentation through artificial intelligence (AI) service robots for promoting social inclusion in the hospitality industry. Design/methodology/approach Three experimental studies across diverse hospitality contexts examine the effects of immersive augmentation using inclusive-AI service robots compared to standard-AI robots. The studies also uncover the underlying process of perceived ethicality and the moderating role of customers’ familiarity with AI. Findings The results indicate that immersive augmentation through inclusive-AI service robots generates higher levels of supportive tipping behavior (Studies 1 and 3), superior buying intentions (Study 2) and an increased likelihood for customers to pay a premium price (Study 2). These effects are mediated by perceived ethicality (Studies 1–3). However, the impact of immersive augmentation for social inclusion is contingent upon customers’ familiarity with AI: customers with high familiarity with AI exhibit lower levels of supportive tipping behavior (Study 3). Research limitations/implications The findings emphasize the importance of perceived ethicality and customers’ familiarity with AI in determining the effectiveness of immersive augmentation for social inclusion in hospitality. Originality/value This study contributes to the literature by exploring the potential of immersive augmentation using AI service robots for social inclusion in hospitality. It offers novel insights by highlighting the importance of perceived ethicality and customers’ familiarity with AI. The findings provide valuable guidance for hospitality managers seeking to leverage AI technology to foster social inclusion.