Max Robotics — Global Service Robot Directory + US Certification

About

Dr. Woojin Lee is a pioneering researcher at the intersection of service robotics, consumer ethics, and hospitality technology. Her work fundamentally examines the ethical tensions and trust dynamics that emerge when autonomous service robots (ASRs) are deployed in hotels, restaurants, and tourism settings. Dr. Lee’s major contributions include empirically identifying eight critical ethical themes—privacy, security, safety, transparency, fairness, and socialization—that shape consumer perceptions of robots in hospitality. She has also developed and validated a novel ethical risk scale specifically for service robots, providing a rigorous tool for both academics and industry practitioners. Her research, which has garnered over 80 citations, employs innovative mixed-method approaches—combining qualitative triangulation with quantitative validation—to capture diverse stakeholder perspectives, from consumers to delivery operators. Notably, her 2023 study on ethical perceptions of hotel ASRs has become a foundational reference in the field, while her ongoing work on outdoor food delivery robots and initial trust dynamics continues to shape how the hospitality industry navigates the ethical challenges of automation. Dr. Lee’s scholarship is essential reading for anyone interested in responsible AI deployment in service contexts.