AI bots are a hit across the hotel biz, and if they feel creepy, you’re not alone: Study

A Texas A&M study of 340 UK adults found hotel-booking chatbots can feel creepy and reduce bookings when they are inaccurate, deceptive, or overly intrusive.

Those traits lowered users’ willingness to keep chatting or finish a reservation, hurting conversion potential.

Telling users the chatbot is AI eased discomfort and made the experience feel less unsettling.

The researchers say hotels should improve bot accuracy and make human support easy to reach.