There is no shortage of polarizing topics in today’s world; and among these opposing conversations: the use of AI. According to a recent piece in Nation’s Restaurant News (NRN) by Lisa Miller, it is important for business owners to recognize that AI is neither inherently good nor inherently bad. AI is simply a tool, and when used correctly, it can benefit a business without ostracizing those customers who might be opposed to some AI integration.
Miller asserts that the main point of controversy around AI in business has to do with transparency. However, at the heart, customers aren’t as timid about the technology as they are about where the tech is coming from. “People don’t trust AI because they don’t trust the people controlling it. AI is shaping hiring decisions, medical diagnoses, policing, and customer service — but no one really knows who’s accountable when things go wrong.”
Research shows that this sense of distrust goes a little deeper for female audiences than for males. Miller shares data to this point:
- 71% of women worry AI fuels misinformation (vs. 64% of men)
• 33% of men report being comfortable interacting with an AI chatbot for customer service instead of a human (vs. 25% of women)
• 30% of men say AI improves their productivity, versus 23% of women
- 29% of men regularly use AI-powered tools like ChatGPT in their daily lives, compared to just 19% of women
“Because AI is still mostly being built and used by men. And that’s shaping who it benefits, potential bias, and who it leaves behind. Until AI reflects a broader range of experiences, trust will stay low among women,” Miller adds.
Though related specifically to AI, this is a good example of communicating to minority groups and why they may be less trusting of new technologies, information, or ideas. However, when looking at AI specifically, ethnic minorities report more trust in the technology than white constituents. “Hispanic (43%) and Asian (33%) respondents see AI as a major productivity booster, Black (37%) and Hispanic (38%) respondents feel more comfortable using AI than other groups, and White respondents have the biggest concerns about AI misinformation (67%),” reports Miller.
Generationally speak, the research holds no surprises. Miller calls GenZ “all in” while Boomers are “bracing for impact. She explains, “AI isn’t just generational — it’s about how much you trust the system. Young people see AI as a tool. Older generations see it as a threat. Bridging this gap is crucial if AI is ever going to gain widespread trust.”
This breakdown of information is helpful in understanding, not only what customers want when it comes to AI integration, but what they’re looking for from a business overall. The key components of developing customer trust are at the human center of hospitality work: transparency and communication. By utilizing the power of AI with a human touch, restaurant owners can improve upon efficiency and creativity without isolating themselves from the real goal, to serve people. “Too many folks treat AI like a magic genie — plug in a question, get an answer, and move on. But the real power of AI isn’t in taking its first answer at face value. It’s in pushing back, questioning, and making AI work for us — not the other way around,” Miller advises.
National Restaurant Consultants (NRC) regularly reports on technology integrations in the restaurant business, and incorporating AI is no exception. Technology developments can vastly improve a restaurant’s efficiency and the employee efficiency and experience, which translates to a better customer experience as well. But that experience—for employee and for customer—must be the focus.
Richard Weil, principal and owner of National Restaurant Consultants, provides further input relating to the AI process in the hospitality industry. “As technology continues to evolve in our world and the ever-changing landscape of the food service and hospitality industry, AI technology provides many solutions for operators. The primary caution is to continue to provide hospitality and to not allow AI to overpower the human need of communication and interaction. AI will continue to be a positive resource to further success in our industry, but to not lose touch of our humanity is a key caution, now and moving forward”.