Music with a soul? Examining consumers’ evaluations of AI-generated music

Purpose The use of music in service settings is being transformed by the proliferation of artificial intelligence (AI). This research aims to investigate consumers’ emotional responses to human- versus AI-generated music in scenario-based hospitality contexts. Design/methodology/approach Drawing on expectancy-value theory, as well as authenticity and aura as guiding frameworks, three experimental studies examine how music provenance influences guest experiences across upscale and midscale hotels. Findings Findings indicate that consumers generally cannot reliably distinguish between AI- and human-generated music when unaware of its source (Study 1). However, when informed that music is human-generated, consumers report stronger positive emotions, which in turn mediate the effects on favorable evaluations of the hotel’s atmosphere, anticipated customer experience and perceived emotional value (Study 2). These effects are more pronounced in upscale hotels, where expectations of authenticity and emotional richness are higher (Study 3). Practical implications Results suggest that music provenance matters most in service contexts where sensory cues are central to brand positioning. This underscores the need for context-sensitive decisions about when and how AI-generated music should be deployed. Originality/value This research advances understanding of how AI influences the perceived value of music offerings in service environments and offers guidance for hospitality managers on positioning AI use in guest experiences.