Yonglin Guo

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About

Dr. Yonglin Guo is a pioneering researcher at the intersection of artificial intelligence, service management, and consumer psychology. Her work critically examines how customers perceive and interact with AI robots versus human employees in service settings, challenging assumptions about fairness and trust in automated frontline interactions. In her highly influential 2024 paper, "Human or AI robot? Who is fairer on the service organizational frontline," Dr. Guo employed a rigorous mixed-methods approach—combining qualitative insights with quantitative analysis—to reveal nuanced customer perceptions of service fairness toward AI. This foundational study, already garnering 26 citations shortly after publication, has reshaped how organizations think about deploying AI in customer-facing roles. Dr. Guo’s research is vital for businesses navigating the ethical and practical implications of automation, offering evidence-based guidance on when and how to integrate robots without compromising perceived fairness. Her work bridges technology and human experience, making her a leading voice in the future of service delivery and human-robot interaction.