The Impact of AI on the Human Touch

The present study examines the impact of artificial intelligence (AI) on human-centered service in the boutique hospitality sector, focusing on the Portuguese Boutique Hotel: Hotel da Oliveira, known for its personalized guest experiences. The chapter investigates how the implementation of AI can alter the essential human contact that defines hotel identity and the guest experience. This research employs a qualitative methodology, utilizing semi-structured interviews to elicit in-depth professional insights and experiences related to maintaining the human touch in daily operations. The empirical findings suggest that although AI can be used to improve operational efficiency, employees emphasized the need to maintain the human touch to preserve the boutique hotel experience. This research discusses the challenges small hotels face when implementing AI, especially the balance between using technology and preserving the core values of human-centered service.