PULSE REGULARLY EXPLORES THE WAYS artificial intelligence is becoming part of the spa experience— from enhancing guest service to supporting smarter operations. In this issue, we’ re turning our attention behind the scenes. As AI becomes a more common workplace tool, spa leaders need thoughtful policies around how it’ s used, what information is shared with it, and where human judgment must remain firmly in charge. Here are a few issues worth having on your leadership radar.
Your spa has an AI reputation now A prospective guest may encounter an AI-generated description of your spa before ever reaching your website.
Business Insider reported in August that a small- business owner discovered a Google AI Overview describing his customer feedback as overwhelmingly negative— except the reviews apparently belonged to other businesses. The article notes these summaries are increasingly becoming consumers’ first impression of companies.
New reputation-management habit: Periodically ask major AI / search tools about your spa, your reviews and the services for which you want to be known. When something is wrong, investigate the underlying listings and sources and report inaccuracies.
PROMPT: I own [ spa name ] in [ city and state or country ]. Using current online sources, tell me what a prospective guest might learn about my spa from an AI search. Summarize our reputation, most-mentioned strengths and complaints, and the services we appear to be known for. Cite the sources behind each conclusion, flag anything you cannot verify and identify any conflicting, outdated or potentially inaccurate information I should investigate.
5 Places AI Belongs in Your Spa— and Where It Doesn’ t
In a high-touch business, some of the best AI is the AI guests barely notice.
THE MOST USEFUL QUESTION FOR SPAS in 2026 may not be How much can we automate? but What can we automate so our people have more time to be present? A July Forbes Business Council article made essentially that case for hospitality, arguing AI works best when it supports employees rather than strips human connection from the guest experience.
Here are five smart places to put AI to work:
1 Routine guest questions. Let AI handle basic questions about hours, parking, amenities, cancelation policies and what to bring— while making it easy to reach a person.
2 The pre-arrival experience. Approved systems can help surface useful preferences and booking history so the team can personalize a visit without expecting employees to remember everything.
3 Feedback patterns. Instead of hoping to catch patterns manually when reading reviews one by one, use AI to identify recurring themes: late starts, confusing check-in, noise complaints, praise for particular services or unmet requests.
4 Scheduling and administrative friction. AI can help identify recurring gaps, bottlenecks and inefficient patterns that managers might otherwise notice only after payroll or guest complaints arrive.
5 First drafts. Marketing copy, training exercises, meeting summaries and internal communications can all begin with AI— provided a human who understands the spa’ s voice and standards finishes them.
The human-only zone: A warm welcome. Service recovery with an upset guest. Coaching an employee. Judging whether a service is appropriate or safe. Making the final hiring decision. Recognizing when someone needs empathy rather than efficiency.
AI should create more room for hospitality, not become a substitute for it.
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