Artificial intelligence acceptance in services: connecting with Generation Z

ABSTRACT

This paper aims to examine willingness to accept artificial intelligence (AI) devices, focusing on the so-called Gen Z population. This study presumes that specific knowledge of a business process is important for AI adoption in hospitality services. A research model, grounded in the artificially intelligent device use acceptance (AIDUA) framework, used data collected from 786 respondents. The model was tested using PLS-SEM methodology. The modified framework was supported by Gen Z, with hedonic motivation having the greatest effect on Gen Z members’ emotions and their willingness to use AI devices in hospitality. The frequency of smartphone usage played a significant moderating role between the perceived effort of AI usage and emotions. This study helps AI designers and business managers when designing and implementing AI devices in a hospitality environment. Based on this study’s findings, policymakers and educational institutions can try to advance their curricula, emphasizing the importance of new technologies.

KEYWORDS:

• Artificial intelligence
• Gen Z
• smartphones
• hospitality services

Aknowledgements

The authors are grateful for the comments made by two anonymous reviewers. The authors are also grateful for the received feedback from the participants of the AIRSI2020 conference.

Disclosure statement

No potential conflict of interest was reported by the author(s).