EXPRESS: Artificial Intelligence (AI) Localization: Conception and Measurement from a Communication Perspective

AI deployment in tourism and hospitality customer touchpoints has reached a point where its standardization no longer suffices to meet the growing demand for local, culturally relevant experiences. To address this gap, this study aims to introduce and conceptualize “AI Localization,” as well as to develop a measurement scale. From a communication perspective, AI localization is defined as the extent to which AI incorporates local cultural elements and disseminates local symbols through various carriers at customer touchpoints. Next, a three-dimensional scale—comprising speech modulation, persona profiles, and visual signifiers—is developed, clarifying the “carriers” within this concept. This work expands the AI design literature by shifting the focus from standard functionality to AI’s distinctive role in conveying cultural and local value. Practically, it suggests that managers use AI localization to highlight local distinctiveness, thereby improving customer acceptance, and provides tools for assessing and enhancing AI localization.