JOURNAL ARTICLE

How Gen AI Robots Are Reshaping Services.

  • Published In: Harvard Business Review, 2026, v. 104, n. 3. P. 116 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Wirtz, Jochen 3 of 3

Abstract

The article focuses on the integration of generative AI (gen AI) into robots, transforming them from scripted machines into adaptive service partners capable of real-time conversation, learning, and physical interaction. Powered by technologies such as large language models (LLMs), agentic AI, and large behavioral models (LBMs), these robots can handle complex tasks in dynamic environments, offering personalized and consistent experiences in sectors facing labor shortages like hospitality, healthcare, and manufacturing. Successful deployment requires selecting use cases tied to real labor constraints, designing natural interactions, positioning robots as complements rather than replacements for human workers, and maintaining strong governance around privacy, safety, and ethical use. Early implementations, such as Waymo’s driverless taxis and BMW’s humanoid factory assistants, demonstrate both the potential and challenges of gen AI robots, highlighting the need for iterative improvement and human oversight to ensure trust and effectiveness.

Additional Information

  • Source:Harvard Business Review. 2026/05, Vol. 104, Issue 3, p116
  • Document Type:Article
  • Subject Area:Engineering
  • Publication Date:2026
  • ISSN:0017-8012
  • Accession Number:192864707
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