In a recent study, hospitality researchers found that disclosing the use of artificial intelligence (AI) in hospitality services may unintentionally lower customer trust. “People are fundamentally uncomfortable with AI taking on roles that involve emotional or social engagement,” says Dogan Gursoy, WSU Regents Professor of hospitality business management and one of the authors of the study. “Businesses must be careful about how they disclose AI. The wrong messaging can alienate customers expecting human warmth.”