Why Investing in Humans Will Beat AI in Hospitality

Segment Spotlight: Quick Hits From MaxBet Podcast

Why Investing in People Could Be the Smartest Response to AI

My hot take is that businesses should invest in humans more than AI. Human interaction is going to become a luxury experience.

There is already so much AI-generated content that people simply gloss over it. A flyer that once appeared to require hours of work from a great graphic designer can now be created with a prompt in 20 seconds. Long posts featuring familiar bullet-point emojis are also easily recognized as AI-generated.

Smart marketers and operators should zig while everyone else zags. Instead of producing more AI content and trying to make it slightly better than everyone else’s, they should invest more in people. There may also be more good talent available as companies slash headcount and automate more customer interactions.

Customers with disposable income who want to be treated well will spend their money where they receive strong human service. At the Encore check-in, for example, customers encounter people who are well presented and deliver good service. That offers a different experience from using a Taco Bell kiosk.

Not every business can operate at the top of the market. Some need to remain no-frills and run as leanly as possible. However, operators in markets with sufficient margin should invest in more people. That is the way to win in the market.