Driving human-robot value co-creation in hospitality: The role of artificial empathy

AI robots are increasingly deployed in the hospitality industry to enhance customer experience and drive value creation. However, the influence of empathic AI on human-robot value co-creation remains unclear. Based on the theories of value co-creation and social presence, this study investigates how robotic artificial empathy influences customers’ continuous intention to co-create with the robot. Results of three scenario-based experiments indicate that customers experience a stronger sense of automated social presence toward the robot when robots display a higher level of artificial empathy, which in turn increases their continuous intention to co-create. This effect diminishes in crowded service environments. Customers with a high need for social interaction are more sensitive to automated social presence and are more inclined to co-create with empathic robots. These findings provide theoretical and practical insights for integrating AI service robots into the co-creation process in hospitality.