Hello, my name is HupiBotti: customising robots for human connection

As service robots become increasingly present in daily operations across the hospitality industry, research in how to improve human–robot interaction is essential to promote acceptance across diverse service environments. Within the framework of the HosByte: Smart Omnichannel Sales in the Hospitality Industry project, a Keenon T5 mobile robot was deployed across several locations in Helsinki, each implementing different strategies to explore interaction possibilities.

This reflection focuses on one such strategy: the customisation of mobile indoor service robots to enhance their alignment with specific tasks, roles and brand identities.

Characterisation and thematic cohesion

Recent studies suggest that both utilitarian and hedonic factors serve as drivers of user interest (Maeiro, Dias & Pereira 2025) and acceptance (Lim et al. 2024) of service robots. This dual influence reinforces the idea that robots must fulfill their functional roles while also contributing to the overall experience through elements of entertainment and emotional engagement (see our article Making indoor mobile robots make business sense for hospitality).

Drawing from principles of experience design, robots – like any other touchpoint – must integrate into the theme that defines the experience concept. Pine and Gilmore’s (2011) Performance Model positions businesses as performance units, with staff as cast and responsibilities as roles. Within this framework, service robots may function as cast members (akin to employees), props (supporting elements) or hybrids of both. To avoid disrupting the experience, their appearance and interaction style must be adapted to fit the narrative.

In our field tests, the T5 robot was given fictional personalities tailored to each environment. For instance, at Eurohostel, the robot was transformed into a concierge, complete with a name, customized communication style, brand-coloured stickers, and a nametag. This adaptation reinforced its role and made it more approachable to guests. At Linnanmäki Amusement Park, where the robot operated at restaurant Hurlum Hei, its appearance was enhanced with colourful stickers and a party hat. A ‘dance mode’ was also introduced to match the venue’s playful atmosphere, and the robot distributed free chocolates during interactions to serve as an icebreaker to trigger interaction.

Minimal investment, meaningful outcomes

Importantly, these customisations did not require significant financial investment. They involved no structural redesign of the servicescape or complex reprogramming of the robot. With a basic experience analysis and creative input, robots can be characterised using simple elements such as names, personalised communication, sound effects, accessories and thematic props. Nametags, in particular, address one of the most common customer questions at a glance: What’s the robot’s name?

Customisation transforms a neutral machine into a brand-aligned experience element. Much like casting human actors, characterising robots enhances their anthropomorphic qualities — an important factor in shaping customers’ intention to use service robots (Tussyadiah & Park 2018).

Our observations revealed that these modifications sparked guest curiosity, encouraged interaction, and led to frequent photo-taking.

Ultimately, the customisation of service robots represents more than a playful modification. When done with insight, it is a strategic design choice that strengthens thematic cohesion, fosters engagement and deepens both customer and employee connection to the experience. As hospitality environments continue to evolve through technological integration, these small yet intentional adaptations may transform robots from tools into meaningful participants in the performance of service.

Picture: Shutterstock