Dr Erin Chao Ling
Academic and research departments
Surrey Institute for People-Centred Artificial Intelligence (PAI), Surrey Hospitality and Tourism Management, Faculty of Arts, Business and Social Sciences.About
Biography
Erin is a Lecturer (Assistant Professor) in Artificial Intelligence (AI) and the Future of Work, holding a joint role in the Surrey Institute for People-Centred AI and Surrey Hospitality & Tourism Management in the Surrey Business School at the University of Surrey. With a keen focus on the intersections of AI, people, culture, and society, Erin's expertise lies in researching the applications and implications of AI in different sectors, including services, hospitality, travel, marketing, and human resources. Her work centres around AI transformation in businesses, human-AI interaction, user/consumer behaviour, and the ethical considerations of AI-assisted systems.
Currently, Erin is engaged in various cutting-edge research projects, including human-AI team collaboration in digital marketing, AI skills and education/training, the adoption and use of AI Assistants/chatbots and service robots, and the impact of generative AI on work behaviour and well-being. She strongly advocates for the responsible and ethical use of AI, driven by a genuine desire to enhance the quality of human life and positive societal impact.
In addition to her academic contributions, Erin has made notable appearances as a speaker and writer on the subject of AI and jobs. Her insights have been featured in renowned global publications such as The Guardian, SkyNews, FORTUNE, Yahoo Finance, and Business Insider. Erin participates in All-Party Parliamentary Group (APPG) meetings related to Youth Affairs, AI and its impact on various sectors. By engaging with policymakers, industry experts, and fellow researchers, she contributes to the discussions surrounding AI policy, regulation, and the future of work. Her involvement in APPG meetings further demonstrates her commitment to shaping the responsible and ethical use of AI technology in society. Erin provides consultancy work to government agencies (e.g., the UK Foreign Commonwealth and Development Office) on the responsible adoption of AI and its ethical regulations.
Erin's academic journey includes completing a PhD in Tourism and Hospitality Management, specialising in users' acceptance and utilising AI Assistants for travel, from the University of Surrey (2018-2021). Prior to doctoral studies, she obtained her MSc in Management from the University of Bristol (2016-2017), UK. Erin's entrepreneurial spirit led her to establish and serve as the Founder and CEO of a business service company, as well as the General Manager of a travel agency in China from 2013 to 2020.
My qualifications
Affiliations and memberships
News
In the media
Sky News Special AI Programme: AI Future
Starting: 44:41
ResearchResearch interests
- AI and Society
- AI in Workplace and Workforce; AI skills, jobs, training, labour market, employment
- Human-AI Collaboration/Teaming
- Human-Robot Interaction
- AI Assistants (Chatbots & Voice assistants)
- AI-assisted Systems Adoption (opportunities and risks of AI) and User Behaviour;
- AI, Robotics, and Automation in Services/Travel, Tourism, and Hospitality
- AI in Digital Marketing
Research projects
Advancing AI Agenda in ThailandI lead a project (£39,000) titled 'Advancing AI Agenda in Thailand' to promote the adoption and responsible use of AI, providing consultancy work for the British Embassy Bangkok, the Foreign, Commonwealth & Development Office (FCDO) to provide best practices of AI standards and regulations to the Thai government and policymakers (October 2023 - March 2024).
Perceived Fairness of AI-powered Video InterviewingFunded by A&H IAA (May 2023)
Artificial Intelligence Adoption and Youth Employment in Developing CountriesFunded by University of Surrey FASS Pump-priming Grant (November 2022)
Partnership Building to Co-Create PhD Research with IndustryThe purpose of this engagement is to find out the key issues around the implementation of AI systems, especially with regards to user experiences in human-chatbot interaction.
Funded by ESRC Southeast Network for Social Science (SeNSS) November 2018 - February 2019.
Research interests
- AI and Society
- AI in Workplace and Workforce; AI skills, jobs, training, labour market, employment
- Human-AI Collaboration/Teaming
- Human-Robot Interaction
- AI Assistants (Chatbots & Voice assistants)
- AI-assisted Systems Adoption (opportunities and risks of AI) and User Behaviour;
- AI, Robotics, and Automation in Services/Travel, Tourism, and Hospitality
- AI in Digital Marketing
Research projects
I lead a project (£39,000) titled 'Advancing AI Agenda in Thailand' to promote the adoption and responsible use of AI, providing consultancy work for the British Embassy Bangkok, the Foreign, Commonwealth & Development Office (FCDO) to provide best practices of AI standards and regulations to the Thai government and policymakers (October 2023 - March 2024).
Funded by A&H IAA (May 2023)
Funded by University of Surrey FASS Pump-priming Grant (November 2022)
The purpose of this engagement is to find out the key issues around the implementation of AI systems, especially with regards to user experiences in human-chatbot interaction.
Funded by ESRC Southeast Network for Social Science (SeNSS) November 2018 - February 2019.
Supervision
Postgraduate research supervision
Postgraduate research supervision
CURRENT PHD SUPERVISION
- Principal supervisor of Jiaqi Yang (2024 to date). Topic: The Impact and Mechanisms of Chatbot Application on Customer Satisfaction in Hospitality. Co-supervisor: Dr Jason Chen
- Principal supervisor of Haoyue Yu (2022 to date). Topic: Human-AI Collaboration in Digital Tourism Marketing Content Co-creation. Co-supervisors: Professor Iis Tussyadiah; Professor Adrian Hilton
- Co-supervisor of Luka Bazelmans (2024 to date). Topic: AI in Hotel Real Estate Investment. Primary supervisor: Dr Manuel Alector Ribeiro
- Co-supervisor of Septi Fahmi Choirisa (2023 to date). Topic: AI and strategic foresight capacity for business resilience. Primary supervisor: Professor Iis Tussyadiah.
- Co-supervisor of Christopher Thirgood (2022 to date). Topic: Material Sensing Strategies for Autonomous Robotic Perception. Primary supervisor: Dr Simon Hadfield
Teaching
Teaching in the School of Hospitality and Tourism Management (SHTM):
- MANM565 Hospitality Information Systems (PG) 2024/25, 2023/24
- MAN2206 Digital Innovation and Data Analytics (UG) 2023/24
- MANM517 Hotel Information Systems (PG) 2022/23
- MANM502 Hospitality Information Systems (PG) 2021/22, 2022/23
- MAN2130 Technology, Media, and Data (UG) 2021/22, 2022/23
- MAN3163 Digital Marketing in Tourism and Hospitality and Events (UG) 2021/22
Teaching in the Surrey Institute for People-Centred AI:
- MANM519 Topics in People-centred AI (PG) 2024/25, 2023/24
- People-Centred Artificial Intelligence (Online) MSc - 2025: Topics in People-centred AI (PG) 2025
Publications
Highlights
- Kim, B., Liu, A., Ling, E. C., (2025). Effects of disability employment on guest perceptions and behavioral intentions in the hotel sector. International Journal of Hospitality Management, 124, 103993. DOI: https://doi.org/10.1016/j.ijhm.2024.103993
- Ling, E. C., Rogoyski, A., & Firlej, M. (2024). Advancing AI Agenda in Thailand. A closed report exclusively for the UK Foreign, Commonwealth & Development Office (FCDO).
- Ling, E. C., Tussyadiah, I., Liu, A., & Stienmetz, J. (2023). Perceived Intelligence of Artificially Intelligent Assistants for Travel: Scale Development and Validation. Journal of Travel Research, 0(0). https://doi.org/10.1177/00472875231217899
- Ling, E.C. (2023, May 22). AI will take some jobs, but mass unemployment isn’t inevitable. The Guardian. https://www.theguardian.com/commentisfree/2023/may/22/ai-jobs-policies
- Thirgood, C., Hadfield, S. J., Maldonado, O.M., Ling, E.C., Storey, J. (2023). RaSpectLoc: RAman SPECTroscopy-dependent robot LOCalisation. 2023 IEEE/RSJ International Conference on Intelligent Robots and Systems (IROS 2023). https://ieeexplore.ieee.org/abstract/document/10342198
- Ling, E.C.,Tussyadiah, Liu, A. (2022). Holidays for People with Dementia: Current State of Technological Facilitation. [Best Paper Award in Hospitality Management at the CHME 2022 Conference]
- Tussyadiah, I., Tuomi, A., Ling, E.C., Miller, G., Lee, G. (2021). Drivers of organizational adoption of automation. Annals of Tourism Research, 93(C)103308 DOI: https://doi.org/10.1016/j.annals.2021.103308
- Ling, E. C., Tussyadiah I., Liu, A., Stienmetz, J. (2021) PhD thesis "Factors influencing users' willingness to adopt and use artificially intelligent assistants for travel", University of Surrey
- Ling, E. C., Tussyadiah, I., Tuomi, A., Stienmetz, J., & Ioannou, A. (2021). Factors influencing users' adoption and use of conversational agents: A systematic review. Psychology & Marketing, 38(7), 1031-1051. DOI: https://doi.org/10.1002/mar.21491
- Tuomi, A., Tussyadiah, I., Ling, E. C., Miller, G., & Lee, G. (2020). x=(tourism_work) y=(sdg8) while y= true: automate (x). Annals of Tourism Research, 84, 102978. DOI: https://doi.org/10.1016/j.annals.2020.102978 [IFITT Journal Paper of the Year Award]
- Ling, E.C.,Tussyadiah, I. (2019). DesigningTravel Bots. Hack Hospitality Series. University of Surrey.
This study investigates the influence of employing persons with disabilities (PWD) in hotels on consumer behavior, with an emphasis on word of mouth and repurchase intention. The research delves into the underlying mechanisms behind these effects and examines potential boundary conditions using hotel characteristics. Utilizing two between-subject design experiments, 1443 responses were analyzed using the propensity score weighting scheme and multigroup analysis. Results reveal that PWD employment in the hotel industry has a positive impact on word of mouth and repurchase intention through the moral decision-making process, specifically progressing from moral judgement to moral obligation, and perceived corporate social responsibility (CSR). These effects remain consistent across different hotel star ratings and whether chain or independent. The findings enhance the literature on equality, diversity and inclusion by identifying the underlying mechanism of how hotel guests respond to PWD employment in the hotel industry, drawing insights from moral psychology and perceived CSR. •Persons with disabilities (PWD) employment in hotels boosts word of mouth and repurchase intent.•Moral decision-making mediates PWD employment's impact on behavior.•Perceived CSR is pivotal in shaping guest responses to PWD employment.•Effects of PWD employment are consistent across all hotel types.•Study bridges gaps using insights from moral psychology and perceived CSR.
This study developed a perceived intelligence scale for artificially intelligent (AI) assistants and investigated its impact on users’ travel-related behavioral intentions. A four-stage study with a mixed-methods design was conducted. Study 1 identified three dimensions and 26 initial items through a systematic literature review, interviews, and focus group discussions. Study 2 used exploratory factor analysis to refine the items. Through composite confirmatory analysis, Study 3 confirmed an 18-item and three-dimensional scale (conversational intelligence, information quality, anthropomorphism). Study 4 established the scale’s predictive validity in travelers’ intentions to use AI assistants to search for travel information and make travel bookings. This research made the first attempt to identify factors shaping users’ perceptions of AI assistant intelligence, extending the understanding of human-AI interaction and AI technology adoption in the travel sector. Furthermore, it provides actionable recommendations for the travel industry and AI developers when designing and deploying AI assistant services.
This study developed a perceived intelligence scale for artificially intelligent (AI) assistants and investigated its impact on users' travel-related behavioral intentions. A four-stage study with a mixed-methods design was conducted. Study 1 identified three dimensions and 26 initial items through a systematic literature review, interviews, and focus group discussions. Study 2 used exploratory factor analysis to refine the items. Through composite confirmatory analysis, Study 3 confirmed an 18-item and three-dimensional scale (conversational intelligence, information quality, anthropomorphism). Study 4 established the scale's predictive validity in travelers' intention to use AI assistants to search for travel information and make travel bookings. This research made the first attempt to identify factors shaping users' perceptions of AI assistant intelligence, extending the understanding of human-AI interaction and AI technology adoption in the travel sector. Furthermore, it provides actionable recommendations for the travel industry and AI developers when designing and deploying AI assistant services.
This paper presents a new information source for supporting robot localisation: material composition. The proposed method complements the existing visual, structural, and semantic cues utilized in the literature. However, it has a distinct advantage in its ability to differentiate structurally, visually or categorically similar objects such as different doors, by using Raman spectrometers. Such devices can identify the material of objects it probes through the bonds between the material's molecules. Unlike similar sensors, such as mass spectroscopy, it does so without damaging the material or environment. In addition to introducing the first material-based localisation algorithm, this paper supports the future growth of the field by presenting a gazebo plugin for Raman spectrometers, material sensing demonstrations, as well as the first-ever localisation data-set with benchmarks for material-based localisation. This benchmarking shows that the proposed technique results in a significant improvement over current state-of-the-art localisation techniques, achieving 16\% more accurate localisation than the leading baseline.
This study developed a perceived intelligence scale for artificially intelligent (AI) assistants and investigated its impact on users’ travel-related behavioral intentions. A four-stage study with a mixed-methods design was conducted. Study 1 identified three dimensions and 26 initial items through a systematic literature review, interviews, and focus group discussions. Study 2 used exploratory factor analysis to refine the items. Through composite confirmatory analysis, Study 3 confirmed an 18-item and three-dimensional scale (conversational intelligence, information quality, anthropomorphism). Study 4 established the scale’s predictive validity in travelers’ intentions to use AI assistants to search for travel information and make travel bookings. This research made the first attempt to identify factors shaping users’ perceptions of AI assistant intelligence, extending the understanding of human-AI interaction and AI technology adoption in the travel sector. Furthermore, it provides actionable recommendations for the travel industry and AI developers when designing and deploying AI assistant services.
As artificially intelligent conversational agents (ICAs) become a popular customer service solution for businesses, understanding the drivers of user acceptance of ICAs is critical to ensure its successful implementation. To provide a comprehensive review of factors affecting consumers’ adoption and use of ICAs, this study performs a systematic literature review of extant empirical research on this topic. Based on a literature search performed in July 2019 followed by a snowballing approach, 18 relevant articles were analyzed. Factors found to influence human-machine cognitive engagement were categorized into usage-related, agentrelated, user-related, attitude and evaluation, and other factors. This study proposed a collective model of users’ acceptance and use of ICAs, whereby user acceptance is driven mainly by usage benefits, which are influenced by agent and user characteristics. The study emphasizes the proposed model’s context-dependency, as relevant factors depend on usage settings, and provides several strategic business implications, including service design, personalization, and customer relationship management.
This paper presents a new information source for supporting robot localisation: material composition. The proposed method complements the existing visual, structural, and semantic cues utilized in the literature. However, it has a distinct advantage in its ability to differentiate structurally [23], visually [25] or categorically [1] similar objects such as different doors, by using Raman spectrometers. Such devices can identify the material of objects it probes through the bonds between the material’s molecules. Unlike similar sensors, such as mass spectroscopy, it does so without damaging the material or environment. In addition to introducing the first material-based localisation algorithm, this paper supports the future growth of the field by presenting a gazebo plugin for Raman spectrometers, material sensing demonstrations, as well as the first-ever localisation data-set with benchmarks for material-based localisation. This benchmarking shows that the proposed technique results in a significant improvement over current state-of-the-art localisation techniques, achieving 16% more accurate localisation than the leading baseline. The code and dataset will be released at: https://github.com/ThirgoodC/RaSpectLoc
This paper presents a new information source for supporting robot localisation: material composition. The proposed method complements the existing visual, structural, and semantic cues utilized in the literature. However, it has a distinct advantage in its ability to differentiate structurally [23], visually [25] or categorically [1] similar objects such as different doors, by using Raman spectrometers. Such devices can identify the material of objects it probes through the bonds between the material's molecules. Unlike similar sensors, such as mass spectroscopy, it does so without damaging the material or environment. In addition to introducing the first material-based localisation algorithm, this paper supports the future growth of the field by presenting a gazebo plugin for Raman spectrometers, material sensing demonstrations, as well as the first-ever localisation data-set with benchmarks for material-based localisation. This benchmarking shows that the proposed technique results in a significant improvement over current state-of-the-art localisation techniques, achieving 16 % more accurate localisation than the leading baseline. The code and dataset will be released at: https://github.com/ThirgoodC/RaSpectLoc
The implementation of artificial intelligence, robotics, and automation in tourism and hospitality has received increasing attention from researchers and practitioners alike. It is expected that innovative technological solutions will bring a host of transformation to the sector (Ivanov & Webster, 2019). While examples of full automation in tourism remain scant, understanding the factors influencing organizational decision to adopt automation is important to assess the likelihood to increase adoption rate in the future. Of interest is identifying potentially modifiable factors that can be employed to improve adoption of best practices (Wisdom et al., 2014). Thus far, no empirical studies have been done to address this. This research aims to fill the gap by providing a set of factors identified by practitioners as driving the organizational adoption of automation. The results suggest avenues for further research and offer best practices to implement automation in tourism.
Increasing implementation of automation has brought global concerns over the future of jobs in various sectors. To ensure that the transition to automation in travel and tourism will be made in a responsible and accountable manner, this study conceptualizes how automation, found to be driven largely by labor shortage, can be used to promote decent work. Utilizing Grounded Theory to analyze data from in-depth interviews and focus group discussions with industry practitioners, this study provides rich descriptions of the transformation brought by automation to companies, employees, and wider society and develops a theoretical model to explain ‘Decent Work through Automation’ (DW–A). In doing so, this study opens a pathway for further research on technology and decent work in tourism, including second- and third-order impacts of emerging technology. The paper offers practitioners and policymakers guidelines for responsible adoption of automation.
Hack Hospitality brought together Surrey’s research team with experts in AI and robotics, as well as thought leaders in the hospitality and travel industry to envision how to best implement chatbots for hospitality. Workshop participants engaged in insightful discussion and collaborative exercises using Personas and Scripts to codesign human-chatbot conversations and think about the benefits and challenges of implementing chatbots in the travel and hospitality industry.