The algorithmic guest: AI as a co-creator in customer experience management
本文批判性梳理了人工智能在酒店与旅游客户体验管理中的研究，提出一个概念框架解释AI如何重塑服务设计、交付与评估，并指出未来研究重点。
Purpose Artificial intelligence (AI) is transforming customer experience management (CEM) by leveraging personalized, data-driven insights to enhance guest satisfaction and operational efficiency. This study aims to critically evaluate existing research on AI’s role in CEM within hospitality and tourism, emphasizing shifts in service design, delivery and evaluation. Design/methodology/approach This research uses a critical reflection approach to synthesize the current literature and propose a conceptual framework that explains AI’s transformative role in CEM. The study identifies emerging themes and key factors influencing AI adoption, providing a structured agenda for future research. Findings AI reshapes CEM across five interrelated dimensions, enabling predictive, adaptive and algorithmically mediated interactions. It transforms guest experiences, redefines workforce roles and modifies organizational practices while generating tensions between efficiency, authenticity, personalization and agency. These findings highlight research priorities in emotional intelligence, human–AI collaboration, trust, ethics, longitudinal loyalty, cross-cultural variation and interdisciplinary integration. Research limitations/implications This study identifies critical research streams, contextual applications and methodological directions within AI-enabled CEM. It calls for more hospitality-focused investigations to optimize service experiences and enhance guest satisfaction. Originality/value This paper critically synthesizes existing research and provides both conceptual insights and practical guidance for the hospitality and tourism industry.