A new wave of research warns that AI capable of humanlike emotions may blunt how people view real workers. In five experiments, psychologists found that emotionally adept machines can lead to what they call assimilation-induced dehumanization, where humans are deemed less worthy of empathy. The findings have immediate implications for Thailand, where service industries employ a large segment of the workforce and rely on genuine human connection.
Thailand’s service economy is poised to grow further as AI tools expand in hotels, tour operators, call centers, and retail. With roughly 46% of workers in service roles, emotional labor remains central to job performance and livelihoods. Policymakers, business leaders, and tech developers must consider how AI’s social presence could affect worker dignity and customer expectations.
The Psychology Behind Digital Dehumanization
Researchers from a leading European university conducted five controlled studies with hundreds of participants to understand how exposure to emotionally capable AI reshapes perceptions. They found that when agents display sophisticated socio-emotional skills, people initially see them as more human. Yet this recognition can trigger a surprising effect: people begin to devalue real humans’ emotional worth and accept harsher treatment of workers.
The studies also looked at consumer choices after encounters with emotionally intelligent AI. Results showed increased willingness to support firms with poor working conditions, reduced support for staff mental health initiatives, and a higher tolerance for practices that treat employees as expendable resources.
Why Emotional AI Creates Unique Risks
The research distinguished three scenarios: AI with advanced emotional intelligence, AI with superior cognitive abilities but no emotions, and basic non-intelligent systems. Only the emotionally capable AI produced the dehumanization effect. Pure cognitive prowess did not alter judgments of human value. When AI capabilities appeared clearly superhuman, the effect reversed, highlighting how ambiguity in AI’s humanity drives the risk.
Thailand is especially vulnerable because its service sector is critical to the economy and to social life. The government’s push toward AI and digital transformation sits alongside a cultural emphasis on hospitality, respect, and compassionate service—values deeply embedded in Thai communities and the tourism experience.
Cultural Values Under Technological Pressure
Thai culture, influenced by Buddhist ethics and family-centered norms, prizes compassion and dignity for those who provide essential services. If consumers begin viewing staff as less deserving of humane treatment due to empathetic AI, workers could lose both income and social standing. The social fabric surrounding tourism and hospitality—built on trust and warm hospitality—could fray if AI erodes the perceived humanity of workers.
Evidence-Based Design Solutions
To mitigate risk, designers should prioritize clear, non-anthropomorphized interfaces that emphasize function over emotion. Transparent cues confirming when a user is interacting with a machine can prevent unconscious dehumanization. Integrating human-centric workflows, where AI assists rather than replaces emotional labor, helps preserve worker dignity.
Policy and industry actions can reinforce these protections. Thailand’s regulators can require labeling for AI interactions, set standards for human-centered design, and encourage vendor partnerships that enhance, not diminish, worker welfare. Public education can help consumers differentiate machine empathy from genuine human care.
Immediate Actions for Industry Leaders
Hospitality chains, retailers, and service providers should train managers to uphold worker dignity and expand mental health resources as automation grows. Companies can invest in career development and robust employee support programs to demonstrate commitment to staff well-being. Industry groups can publish guidelines that favor collaborative human-AI models over pure automation.
Long-Term Research and Monitoring Needs
This research provides early signals but relies on short-term lab studies. Real-world investigations in Thai hospitality and service contexts are needed to understand cultural factors that may offer protection or exacerbate risk. Tracking attitudes and worker experiences over time will inform better policy and practice.
A Path Forward for Thai Society
Thailand can navigate this transition by aligning technological innovation with cultural values of compassion and respect. Coordinated efforts across government, industry, and education—plus transparent customer-facing AI practices—can preserve worker dignity while harnessing AI’s benefits. Consumers also play a role by supporting humane labor practices and demanding clear distinctions between human and machine service.
The takeaway is clear: design and deploy emotionally capable AI with careful attention to human impact. How machines present themselves can quietly reshape how we value one another, influencing the social cohesion that underpins Thailand’s vibrant service economy.