The study adopted a qualitative design with long, open-ended interviews conducted at the Osaka World Expo. Respondents were guests, managers, and AI engineers. This exploratory thesis examines how omotenashi the Japanese ideal of wholehearted, culturally based hospitality, can be preserved and maintained in its authentic form when artificial intelligence does some of the work. The theoretical framework of the interaction between human and technological resources to form value is based on the Service-Dominant Logic, and the cultural authenticity facilitate the exploration and the interaction between traditional values of services and the AI potential. With AI gaining ubiquity in hotels and restaurants, scholars wonder if such technology could allegedly strip these structures of the emotionality that they focus on. The paper explores the application of human cultural and emotional capabilities with an AI system to build service experiences that remain omotenashi. According to interviews, AI makes the processes faster, more accurate, and consistent, but it is unable to create the human empathy, cultural understanding or willingness to act upon the unspoken needs. Employees see AI as an additional tool that complements omotenashi but without replacing it, allowing the interactions that are culturally significant to survive. Results describe the collaboration between humans and AI to preserve the spirit of omotenashi in the tradition and to enjoy the benefits of technology, the speed in addition to the reach.

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