Explores learning outcomes with AI, deepfake AI, and human instructors, highlighting human connection's importance.
Artificial intelligence (AI) has significantly progressed in the hospitality and tourism industry. While various types of AI integration in higher education have been explored in other disciplines, the use of AI-generated teaching in the hospitality and tourism context has remained underexplored. This study explores the impact of instructor type – AI vs. deepfake AI vs. human – on students’ learning quality and performance, with emotional and cognitive engagement as mediators. By taking a single-factor experimental design approach, the results of this study highlight the critical role human instructors play in effective learning outcomes through building emotional connections. The findings also reveal the limitations of current AI and deepfake technology in higher education contexts. This study offers both theoretical and practical implications.
No takes yet. Share an insight, caveat, or question.
Ma et al. (2026) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: