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The impact of artificial intelligence and machine learning on the global economy and its implication for the hospitality sector in India
Abstract
Purpose
The purpose of this paper is to explore and evaluate the existing and future impact of artificial intelligence (AI) and machine learning on the global economy. It includes viewing the inclusion of AI in different sectors, its impact on industries, the trends of the forerunning companies that are capitalizing on AI and the idea of crystalizing exponential growth while maintaining a balance between the understanding of humans and the subsequent possibilities of AI.
Design/methodology/approach
This paper is based on secondary research, reviewing literature based on different industries and perspectives.
Findings
The global potential of AI is exponential; the development of AI should be effective. Globally, we see contrasting views, defining the consequences of AI. Hence, the balance between humans and AI, protocols and a global regulatory system needs to be established to prevent catastrophic results soon.
Practical implications
The benefits of AI are enormous. The rising incorporation of AI must take into consideration the basic safety fundamentals for a better future.
Social implications
This paper will enable readers to understand the importance of AI in the global economy, its current involvement in major industries and the subsequent need for balance in technology.
Originality/value
This conceptual review is by its nature and original contribution and, specifically, an interpretation for India.
... It is for this reason that managers require the employees to always comply with the courtesy rules, smile, and wants to fulfill with tolerance even requests or orders not pertain to their duties, in order to keep customer satisfaction at the highest level. Hospitality industry has solutions enabled artificial intelligence and machine learning (Bhushan, 2021) such as robots, chatbots, mobile apps and kiosks to prevent this adverse situation and increase services quality (Gursoy et al., 2019) and customer satisfaction (Mariani & Borghi, 2021). ...
... The complement of human task by robots and artificial intelligence decreases the cost of training of employee, salary, food, insurance and other expenditure pertain to have qualified human assets. Furthermore, robots and software can be produced faster than humans can reproduce and support human to work faster and with fewer errors in the workplace (Bhushan, 2021;Ayyildiz et al., 2022). One more feature of these devices is that they don't need human requirements such as sleeping, resting, being motivated, being rewarded. ...
... For hotels, efficiency and effectiveness of services and operations performed by staff are measured by the time (Dogan & Vatan, 2019) needed to execute them (Tussyadiah & Park, 2018) and by the results of guest's experience (McCartney & McCartney, 2020). Robotic technologies develop efficiency and effectiveness (Carvalho et al., 2020;Çilingir Ük et al., 2023) by reducing service failures (Ivanov, 2019;Vatan & Dogan, 2021) and labor costs (Ivanov & Webster, 2017), removing linguistic barriers (Lukanova & Ilieva, 2019), bringing entertainment (Lin et al., 2019) and enjoyment for guests (Li et al., 2019;Wirtz et al., 2018), enhancing the productivity of humans (McCartney & McCartney, 2020;Knani et al., 2022), increasing customer choice and convenience (Lukanova & Ilieva, 2019), reducing waiting times and making the service delivery system funny (Lin et al., 2019) and entertaining (Ivanov, 2019) which may be likely to increase service quality (Bhushan, 2021) and indirectly ensure customer satisfaction and loyalty (Kılıçhan & Yılmaz, 2020;Gupta et al., 2022). ...
Managers have to endure some costs in order to develop human resources, which is one of the most significant providers of organizational performance. These costs are expenditures for human resources activities and customer dissatisfaction caused by work accidents and negative personnel behaviors. This study primarily aims to determine the expenditures made by the managers and the behavior of the employees that disturb the guests. Text mining methods is used to identify cost of human labor and employee behaviors referred to by managers' reviews, and association rules is used to find out common cost and behaviors in managers' reviews. The secondary aim of the study is to investigate the managers' intentions to employ robots to solve human-induced challenges. Contrary to the literature, managers believe that robots cannot contribute to the solution of these problems and they don't think to work with service robots.
... It is for this reason that managers require the employees to always comply with the courtesy rules, smile, and wants to fulfill with tolerance even requests or orders not pertain to their duties, in order to keep customer satisfaction at the highest level. Hospitality industry has solutions enabled artificial intelligence and machine learning (Bhushan, 2021) such as robots, chatbots, mobile apps and kiosks to prevent this adverse situation and increase services quality (Gursoy et al., 2019) and customer satisfaction (Mariani & Borghi, 2021). ...
... The complement of human task by robots and artificial intelligence decreases the cost of training of employee, salary, food, insurance and other expenditure pertain to have qualified human assets. Furthermore, robots and software can be produced faster than humans can reproduce and support human to work faster and with fewer errors in the workplace (Bhushan, 2021;Ayyildiz et al., 2022). One more feature of these devices is that they don't need human requirements such as sleeping, resting, being motivated, being rewarded. ...
... For hotels, efficiency and effectiveness of services and operations performed by staff are measured by the time (Dogan & Vatan, 2019) needed to execute them (Tussyadiah & Park, 2018) and by the results of guest's experience (McCartney & McCartney, 2020). Robotic technologies develop efficiency and effectiveness (Carvalho et al., 2020;Çilingir Ük et al., 2023) by reducing service failures (Ivanov, 2019;Vatan & Dogan, 2021) and labor costs (Ivanov & Webster, 2017), removing linguistic barriers (Lukanova & Ilieva, 2019), bringing entertainment (Lin et al., 2019) and enjoyment for guests (Li et al., 2019;Wirtz et al., 2018), enhancing the productivity of humans (McCartney & McCartney, 2020;Knani et al., 2022), increasing customer choice and convenience (Lukanova & Ilieva, 2019), reducing waiting times and making the service delivery system funny (Lin et al., 2019) and entertaining (Ivanov, 2019) which may be likely to increase service quality (Bhushan, 2021) and indirectly ensure customer satisfaction and loyalty (Kılıçhan & Yılmaz, 2020;Gupta et al., 2022). ...
Managers have to endure some costs in order to develop human resources, which is one of the most significant providers of organizational performance. These costs are expenditures for human resources activities and customer dissatisfaction caused by work accidents and negative personnel behaviors. This study primarily aims to determine the expenditures made by the managers and the behavior of the employees that disturb the guests. Text mining methods is used to identify cost of human labor and employee behaviors referred to by managers' reviews, and association rules is used to find out common cost and behaviors in managers' reviews. The secondary aim of the study is to investigate the managers' intentions to employ robots to solve human-induced challenges. Contrary to the literature, managers believe that robots cannot contribute to the solution of these problems and they don’t think to work with service robots.
... İnsan zekâsı gerektiren görev ve faaliyetler yapay zekâ desteğiyle bilgisayar sistemleri tarafından gerçekleştirilmektedir (Samara vd., 2020;Manigandan ve Raghuram, 2022). Bu görev ve faaliyetleri gerçekleştirilebilmek için yapay zekânın insan zekâsının sağladığı düşünme, anlama ve davranma yeteneklerini sergilemektedir (Bhushan, 2021). ...
... Yapay zekâ sistemleri akıllı düşünebilmeleri ve akıllı davranabilmeleri için makine öğrenimi ve derin öğrenme teknikleri ile desteklenmektedir. Makine öğrenimi, bilgisayarların veri setleri kullanarak öğrenmesini olanaklı kılan algoritmaların tasarım ve geliştirme sürecidir (Bhushan, 2021). Derin öğrenme ise insan beynindeki öğrenme süreçlerine uygun olarak geliştirilen matematiksel modelleme aracılığı ile veri analizi yapmaktadır. ...
... Bu sistemler ile oteller misafirlerine kendilerini kaydettirme fırsatı vererek resepsiyonda bekleme süresini azaltmaktadır. Çoklu dil desteğinden dolayı misafirin tüm bu işlemleri dilini anlayan bir cihaz aracılığıyla yapma (Bhushan, 2021) ihtimali artmaktadır. Üstelik bu cihazlar, misafire ihtiyacına göre birkaç oda tipini gösterebilir ve ürün yükseltme imkânı sunabilir. ...
Son teknolojik gelişmeler, konaklama sektörünü turizm ürün ve hizmetlerini desteklemek ve yönetmek için yeni yollar aramaya yöneltmiştir. Sektör günlük faaliyetlerin yürütülmesinde yapay zekâ destekli uygulama ve cihazları yaygın olarak kullanmaya başlamıştır. Bu çalışma otel yöneticilerinin günümüz ve yakın gelecekte iş süreçlerine dâhil edebilecekleri yapay zekâ destekli uygulamaları tespit etmeyi ve bu uygulamaları teknolojik alt yapılarına göre sınıflandırmayı amaçlamaktadır. Bu amaçla, yapay zekâ üzerinde çalışan, teknoloji üreten, satışını yapan ve ilgili teknolojileri kullanan firmaların web siteleri ile yapay zekâ üzerine yayın ve haber yapan web siteler taranmıştır. Uygulamalara ait bilgiler tarama sonucu bulunan ürün katalogları ve web sitelerinden doküman analizi ile elde edilmiştir. Tespit edilen yapay zekâ uygulamaları kullanım alanlarına göre gruplandırılmış ve teknolojik alt yapılarına göre sınıflandırılmıştır. Çalışmada konaklama sektöründe yapay zekâ kullanımı alanında kavramsal bir çerçeve oluşturulması amaçlanmıştır.
... Oh et al. (2022) suggest the use of deep learning methodologies based on expectation-confirmation theory to predict customer satisfaction in hospitality services. If the adoption of AI solutions in tourism and hospitality is a no-return point, according to Bhushan (2021), the worldwide potential of AI is exponential; AI development should be effective. However, globally, there are contradictory perspectives regarding the repercussions of AI. ...
... From the literature review, potential challenges are identified, like (i) perceived risk: there is concern regarding the risks associated with AI adoption, such as financial losses, data breaches, and privacy infringement ; (ii) resistance by employees: some employees may resist the adoption of new AI technologies due to fear of job loss (Nam et al., 2021); (iii) ethical, moral, and privacy: concerns surrounding the integration of robots in the industry, considering specific concepts such as power, discrimination, equality, and justice in the context of service robots (McCartney & Mc-Cartney, 2020); (iv) skilled manpower: there is a lack of skilled manpower in the AI industry, which can affect the successful implementation of AI solutions (Bhushan, 2021). ...
Tourism is one of the biggest industries in the world and its contribution to the global economy has continued to grow. Due to the rapid development of technology, tourism has seen some critical changes in how people interact with the industry. By applying artificial intelligence (AI) to different aspects of the tourism business, it is possible to increase efficiency by using resources more effectively. This paper aims to provide insights into how AI technologies can be applied to different aspects of tourism operations and services to improve the customer experience both online and offline and at service providers such as hotels. A literature review is conducted based on the PRISMA methodology by running searches on databases Scopus and Web of Science. This research contributes to providing an overview of how current AI technologies are used in the tourism industry and how they may be used in the fu- ture to enhance customers’ experiences when interacting with different aspects of tourism. It also examines various concerns that need further investigation before adoption can occur. The review shows that the application of AI technologies can improve numerous facets of tourism operations and services, resulting in numerous advantages.
... Hence, the introduction of advanced technology such as AI increases the efficacy of the medical field. This is because by using the technology some of the work has been done automatically and some of the work takes a lower time to complete [2]. As for this reason, the main aim and objective of this study are to analyse the impact of AI technology in the healthcare sector for the improvement of their growth. ...
... On that note, the essential KPIs are identified in order to analyse the different aspects of the businesses. The modelling of the AI is needed to be developed in a way that the businesses can identify those KPIs quite easily [2 ]. Through measurement of this KPI, the overall performance is analysed and decisions in regards to the performance enhancement can be developed. ...
... In the hospitality sector, for instance, studies have found that the trust in AI-powered affiliate marketing systems can significantly impact consumers' intentions to book accommodations. This trust is often intertwined with factors such as social contact and consumers' selfefficacy in navigating the AI interface (Bhushan, 2021;Khaliq et al., 2022;Rasheed et al., 2023). ...
This study focuses on the role of AI in shaping Generation Z's consumer behaviors across fashion, technology, beauty, and education sectors. Analyzing responses from 224 participants, our findings reveal that AI exposure, attitude toward AI, and AI accuracy perception significantly enhance brand trust, which in turn positively impacts purchasing decisions. Notably, flow experience acts as a mediator between brand trust and purchasing decisions. These insights underscore the critical role of AI in developing brand trust and influencing purchasing choices among Generation Z, offering valuable implications for marketers in an increasingly digital landscape.
... Artificial intelligence (AI) and machine learning (ML) have emerged as game-changers in global marketing [25,26]. AI-powered technologies can automate various marketing processes, such as customer segmentation, personalized recommendations, chatbots for customer support, and dynamic pricing [27,28]. ...
... Artificial intelligence (AI) and machine learning (ML) have emerged as game-changers in global marketing [25,26]. AI-powered technologies can automate various marketing processes, such as customer segmentation, personalized recommendations, chatbots for customer support, and dynamic pricing [27,28]. ...
In today's rapidly evolving business landscape, global marketing has become a critical area of focus for organizations seeking to expand their reach and tap into new markets. This review paper aims to explore the emerging trends and innovative methods in global marketing that have emerged in recent years. It provides a comprehensive analysis of key strategies, tools, and technologies that are reshaping the field and discusses their implications for businesses operating on a global scale. The findings of this paper offer valuable insights for marketers and businesses looking to stay ahead of the curve in an increasingly interconnected world.
... AI recommender and information systems for example, are programmed mostly by non-BIPOC groups who unknowingly create algorithms reflective of social biases and inequities in society. Bhushan [31] encourages diversity in AI development teams as a means of controlling this form of bias. This is especially important given that much AI development has occurred in westernized, "white male" contexts, privileging this group over comparatively underserved gendered and minoritized groups when it comes to use of AI systems for voice-and face-recognition. ...
As e-tourism scholars advance innovative research on the use and study of artificially intelligent systems, it is important to reflect on how well we are advancing transformative philosophies which ask that emerging fields consider issues of ethics, power, and bias. We conduct a scoping study of review papers published between 2015–2021 to understand the extent to which ethical and social bias issues are identified and treated in AI research in tourism. Results suggest that the potential for ethical and bias issues in AI in tourism is high, but identification and treatment of these issues by tourism researchers is weak. We summarize key implications of this trend and offer suggestions for pursuing a research agenda which increasingly identifies and treats issues of ethics and bias when advancing research on artificial intelligence (AI) in tourism.
The study sought to examine the task-technology fit of ChatGPT for healthcare services. The research model was based on an integration of the task-technology fit (TTF) model and the technology acceptance model 2 (TAM2). The study used a quantitative research design. Data were collected from 265 health workers who have used ChatGPT in the performance of their work. Data analysis was done using structural equation modelling. Six of the seven hypotheses were accepted. The results show significant positive relationships between task characteristics and task-technology fit, task-technology fit and ChatGPT usage, ChatGPT usage and performance impacts, social influence and perceived usefulness, perceived usefulness and usage intention, as well as usage intention and ChatGPT usage. There was an insignificant positive relationship between task-technology fit and performance impacts.
In the past few years, the hospitality industry has undergone a substantial transformation,
primarily attributable to the rapid proliferation and adoption of artificial intelligence (AI) technologies. This
study aims to investigate the use of AI in the hospitality industry, delineating the various opportunities and
challenges these cutting-edge technologies present for hoteliers, restaurateurs, and other industry
professionals. The research delves into the various AI applications, such as chatbots, virtual assistants, revenue
management, facial recognition, and personalized marketing, meticulously examining their potential impacts
on guest experiences, operational efficiency, and cost reduction. Furthermore, the paper critically discusses
the ethical considerations and potential drawbacks associated with the widespread integration and adoption
of AI in the industry, offering insightful and practical recommendations for successful integration and
sustainable growth.
The pioneers of AI in the hotels when adoption artificial intelligence techniques, they will face different reaction concerns and questions from employees about this innovative artificial intelligence technique. This research aims to explore the current status and prospective to apply artificial intelligence techniques in Egyptian hotels, and their willingness to merge with employees' within Egyptian hotels and the challenges they face while using it, to achieve the research aim, an electronic questionnaire was designed and distributed to a random sample of employees' in Egyptian hotels, 400 valid responses were received and analyzed by SPSS V.29. The results indicated that Egyptian employees' do not have enough information about artificial intelligence techniques to accept the experience of artificial intelligence techniques in the future. This information includes advantages, risks, and artificial intelligence techniques substitution for the human element, Therefore, maybe employees' no acceptance and confidence in artificial intelligence techniques is the major obstacles to the adoption process of this innovative techniques in Egyptian hotels. Based on the results, some recommendations were suggested and directed to artificial intelligence techniques (AIT) professionals, hotel managers, hotels owners and the government and institutions responsible for revitalizing tourism and hotels in Egypt. One of the main recommendations was that the work in the concerned departments must be restructured and developed in terms of digital transformation, digitization, and service automation in terms of speed, goal achievement, ease of use, prices, and the institutional and intellectual readiness of department managers to provide their services in this context. Employees in the hotels industry should receive training in entrepreneurship, business administration, and innovation to link changes in smart technology and artificial intelligence techniques to the international hotel industry.
Artificial intelligence (AI) mimics or stimulates human behaviors or thinking to solve specific problems. It has been applied in the analysis of huge datasets and provides reliable outputs without human supervision in various online platforms, for example, information retrieval in search engines, digital assistants, voice assistants, digital marketing, personalized learning, social media, etc. This technology has provided many opportunities and challenges in line with strengthening the authenticity of the information provided via different search engines. This chapter reviews the current pieces of literature about the different AI algorithms used in the most popular metasearch engines and the application of artificial intelligence in these search engine contexts.
With Industry 4.0 and now 5.0 technologies, the entire globe is embracing these changes. Artificial intelligence-powered systems have immense potential to eliminate international geographical barriers and prove to influence global trade worldwide. The present study highlights how AI increases productivity, economic development, and provides international trade with new horizons. The global value chains, prediction of future trends like changes in consumer demand, risk management, supply chain links are some of the key applications of AI in the sector. AI empowers international trade negotiations to analyze economic trajectories of negotiating partners, adjustments of trade barriers at different rates and scenarios. The chapter will cover the support of AI to access global trade data, its response to diverse challenges, international expansions through digital platforms, support in translations, mechanism of demand prediction, automation of administration with increased efficiency and utility, smart manufacturing, barriers, and influences.
Artificial intelligence
- Frankenfield
International federation of robotics
- Ifr Press Release
Artificial intelligence an enabler for intelligent hotels”, available at: www.hospitalitybizindia.com/detailNews.aspx?aid=28397&sid=5
- A Nayak