Harkison, Tracy2026-03-042026-03-042025-10-01Hospitality Insights, ISSN: 2537-9267 (Print); 2537-9267 (Online), Auckland University of Technology (AUT) Library, 9(1). doi: 10.24135/hi.v9i1.1762537-92672537-9267http://hdl.handle.net/10292/20719<jats:p>The luxury hospitality sector is being transformed by AI, driven by the need to enhance guest experience, improve operational efficiency, and address labour shortages.  However, this transformation challenges the traditional, human-centric model of service in luxury hospitality. Technologies such as chatbots, virtual concierges, and predictive analytics allow for the customisation of services by analysing guest preferences, creating a highly personalised experience [1]. This efficiency, combined with being able to operate 24/7, strengthens the case for widespread adoption in the industry, but what does this mean for the human-centric service that luxury hospitality is built on?</jats:p>Copyright (c) 2025 Hospitality Insights. This work is licensed under a Creative Commons Attribution 4.0 International License.3508 Tourism35 Commerce, Management, Tourism and Services3504 Commercial Services3506 MarketingMachine Learning and Artificial IntelligenceJournal ArticleOpenAccess10.24135/hi.v9i1.176