Matteo Borghi is Associate Professor of Entrepreneurship and Innovation at Henley Business School, University of Reading, where he researches how artificial intelligence, robotics and digital transformation are changing hospitality and tourism businesses and the people who work in them. His research appears in journals including the Journal of Travel Research, Annals of Tourism Research and the International Journal of Contemporary Hospitality Management. On Hospitality Net, he writes about what the evidence means for operators introducing robots and AI, and especially how to bring their teams with them.