I asked Wikipedia to give me a definition of AI, since I figured I’d get a more objective answer than I would from any AI driven platform. Here’s what Wikipedia had to say: “Artificial intelligence (AI) is the capability of computational systems to perform tasks typically associated with human intelligence, such as learning, reasoning, problem-solving, perception and decision-making. It is a field of research in engineering, mathematic research and computer science that develops and studies methods and software that enables machines to perceive their environment and use learning and intelligence to take actions that maximize their chances of achieving defined goals.”
I believe this means that AI is a type of technology that helps machines think and learn in ways that are similar to people. It promises to recognize patterns, answer questions, make decisions and solve problems based on the information it receives. If we’re being honest, isn’t this what every employer looks for in an employee?
But it also begs the question: How could an AI employee integrate into the hospitality industry? Hoping to find out, I reached out to three hospitality professionals that are in three totally different places in their culinary careers to get their perspectives on AI hospitality. My goal was to find the value (if any), challenges and real-world impact that AI is bringing to the table.
Hospitality Can’t Be Scripted
My first question: What specific problems in the hospitality industry can AI solve? For answers, I went to Chef Marshall Shafkowitz, CEC, CCE, CCA. He is the Executive Director at Brightwater: A Center for the Study of Food, A School of the Workforce Division of Northwest Arkansas Community College. He told me that AI is a tool that can be applied across the hospitality industry, and the specific problems it can solve depend on where an individual or business is on their journey within the industry.
For those just starting a business, AI is a valuable resource for developing job descriptions and SOPs, and even for supporting creative work. Given how diverse this industry is, AI can also help simplify and clarify messaging for broader audiences.
That may be true, but hospitality is built on personal interaction. So how can AI support employees rather than replace the warmth and empathy guests expect? Chef Sean ‘Pooch’ Rivera, an award-winning chef and media personality, takes a “yes, and” approach to integrating AI into hospitality.
“Believe it or not,” he says, “AI can actually add a human touch by helping restaurant FOH curate personal experiences for their clients, based on their previous visits and preferences, freeing up time to really enhance the guest’s time with the human restaurant staff.”
Natalia Levy, founder of Hi Hospitality Group and James Beard Foundation 2021 WEL Fellow, agrees. “AI should never compete with the human touch,” she says. “The best use of AI is behind the scenes, giving teams better information so they can show up more prepared and more present, particularly in the moments that define hospitality. These cannot be scripted or predicted from a data point, especially in the case of the guest who mentions an anniversary in passing, the regular who needs to feel expected, the complaint that deserves a real conversation and not a template.”
Helping Hand or Major Ethical Concern?
So, what will the future relationship between hospitality professionals and AI look like? “You don’t know what you don’t know, and this is definitely true in the case of AI,” according to Chef Pooch. “It can either dramatically improve hospitality by streamlining operations and weeding out mediocre employees, or AI may end up replacing us all. There are, of course, risks and ethical concerns of using AI. We have to pay close attention to our guest’s privacy and overall data security, and equally important, the guest perceptions of automated services.”
This encourages discussion in the hospitality industry about collaboration between people and technology, emerging trends and how hospitality roles may evolve over the next decade. “From my perspective, AI as a tool will continue to enhance our industry by helping to close knowledge gaps for many operators,” says Chef Marshall. “At the same time, it may be viewed by those less inclined to adopt new technology as a shortcut rather than a legitimate resource, highlighting a divide in how the industry embraces innovation,” he adds.
The future is a partnership, and the terms of that partnership are still being written by the operators willing to figure it out now. “Think of it the way a chef thinks about a skilled prep team. The chef does not spend the shift chopping onions. They direct, they set the standard, they taste and they bring their craft to the decisions that matter. The operators developing that same relationship with AI right now are going to cover more ground than any team that existed ten years ago,” says Levy.
“For example, AI has the potential to handle the repeatable work—drafting, scheduling, forecasting, reporting, responding, monitoring—while humans will own everything that actually requires being human—reading a room, recovering a bad experience, building loyalty, leading a team through a chaotic Saturday night.”
What it sounds like is there is not ‘one size fits all’ opinion when it comes to AI use in hospitality. It comes down to what your personal ethical beliefs are, how much artificial intelligence do you want to implement in your establishment, maybe at the risk of human employment, and how any potential benefits will work for you and your restaurant.
Chef Jennifer Hill Booker has combined her Southern culinary heritage, her belief in healthy, seasonal foods and her classic French training to create a unique cuisine: Modern Southern Healthy Cuisine with a French Accent. She is the co-owner of German inspired restaurant, Bauhaus Biergarten, in Springdale, Ark. Chef Jennifer is also the author of several cookbooks and illustrated children’s books, founder of Your Resident Gourmet, a personal chef and catering service, and her own spice line. You can reach her at ChefJenniferHillBooker.com.
