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About

Matteo Borghi is a leading researcher at the intersection of artificial intelligence, service robotics, and hospitality management, with a particular focus on how customers perceive and emotionally respond to AI-powered service technologies. His work has made significant contributions to understanding human-robot interaction within tourism and hospitality contexts, employing innovative methodologies such as online review analytics and electronic word-of-mouth data to capture authentic consumer experiences at scale. Borghi's most influential study, examining mechanical AI in hotel services (2021, 145 citations), pioneered the use of user-generated content to evaluate how service robots shape customer assessments. Complementing this, his research on the emotional dimensions of social robot interactions (2022, 80 citations) drew on diffusion of innovations theory to illuminate how feelings drive technology adoption. His subsequent investigations into asymmetrical satisfaction effects and the moderating roles of rapport and contextual factors have further refined our understanding of when and why robotic service succeeds or falls short. Collectively, Borghi's body of work — accumulating over 370 citations — provides researchers and hospitality practitioners with empirically grounded frameworks for deploying AI responsibly and effectively, making him an essential voice in the rapidly evolving conversation around service automation.