April 28, 2025
AI & AR: The Secret Ingredients Shaking Up Hospitality
The hospitality industry thrives on innovation – from the earliest days of table service, through to delivery apps, 3D menus, and more, it’s the brands that are engaged with trying something new that stand out.
There are two technologies that are generating plenty of well-deserved buzz in the restaurant and pub scene: artificial intelligence (AI) and augmented reality (AR). In our experience designing spaces and strategies for hospitality clients, we’ve seen first-hand how these tools can elevate brands and create unforgettable customer experiences.
A brief history of AI & AR in hospitality
While AI and AR are often spoken about as brand-new concepts, their roots in hospitality go back a little further than you might expect.
AI has been an under-the-radar presence in restaurant operations since the mid-2010s, when early adopters used basic machine learning to predict sales trends and manage staffing. Around the same time, more advanced AI-driven chatbots began to crop up on hotel websites, helping guests book rooms and find local recommendations.
AR has followed a similar trajectory, though on a slightly smaller scale, due to its more visually oriented technology that’s been dependent on smartphone adoption and app-based innovation. However, by the late 2010s, pioneers began experimenting with interactive AR menus, allowing diners to see digital representations of their dishes before ordering. What started out as a novelty quickly demonstrated measurable benefits with shorter wait times for staff to explain dishes, a more interactive customer experience, and that powerful “wow
factor” that can get a brand trending.
Fast forward to today, and AI & AR technologies are far more accessible, which is fantastic news for smaller, up-and-coming hospitality brands who want to make a name for themselves.
AI: The secret ingredient behind personalised experiences
In the hospitality sector, nothing beats the feeling of a personal touch. It’s the main reason we see so many brands lean into concepts of “community” and “local roots”, and AI holds the promise to take this a step further by making personalisation scalable.
Menu personalisation: Picture an AI-driven system that logs your customers’ previous orders (perhaps they’re vegan, or always gravitate toward tequila-based cocktails) and suggests new dishes or drinks that suit their tastes. These AI recommendations feel impressively bespoke to your customer, even if they’re generated from behind the scenes in a fraction of a second. Smaller restaurants that adopt these systems can start building profiles of loyal patrons, helping them to make each visit feel thoughtfully tailored.
Optimised service efficiency: AI can help with capacity planning, staffing, and even order management. For example, a digital hostess that keeps track of reservations in real time, factoring in table turnover rates and predicted no-shows, can dramatically cut down on
waiting times. This leads to smoother service, which in turn boosts customer satisfaction.
Behaviour prediction: Some of the savviest hospitality brands use AI to forecast what will be popular at certain times of the day or week – maybe there’s a football game that drives drink orders or a seasonal cocktail that’s always popular on holiday weekends. Having a handle on these trends in advance can inform everything from procurement to marketing strategies.
From our design perspective at Whitewater, integrating AI doesn’t just mean adding a chatbot onto your website, and that’s as far as it goes. For us, it means thoughtfully weaving technology into your brand experience, so your guests feel they’re getting an elevated, not automated, service.
AR: Bringing menus to life
Augmented reality gives you the power to transform a diner’s phone into an interactive storytelling tool. We’ve watched with excitement as more restaurants and pubs use AR in a way that truly enhances ambience and their brand narrative.
Immersive menus: Imagine your customer pointing their phone at the menu and
immediately seeing a lifelike 3D representation of each dish. They can rotate it, zoom in, and get a sense of its portion size, all before deciding whether to order. This not only excites the diner but also manages expectations and cuts down on the dreaded “That’s not what I thought I ordered!” scenario.
Branded spaces: AR can be used to offer a virtual tour of your establishment, whether it’s a cosy pub steeped in history or a modern industrial-chic restaurant with bold, quirky decor. If you’ve got an intriguing story or unique design elements, letting your customers explore your space digitally can really build anticipation.
Interactive campaigns: If you’re looking to launch a seasonal menu or a special weekend event, AR filters (think social media campaigns) can create a buzz around your brand, particularly among younger audiences. If your customers can film themselves with a fun AR effect that ties to your brand, they’ll likely share it, and word-of-mouth marketing these days relies heavily on shareable, photographic moments.
Tips for smaller hospitality brands
One question we often hear is: “How can smaller or emerging brands possibly leverage these cutting-edge tools?”
At Whitewater, we believe it’s all about being strategic, creative, and authentic.
1. Start small with AI: Implement a reservation management system or a simple chatbot that tackles your most common customer queries: opening hours, menu
highlights, dietary enquiries. Over time, you can incorporate more advanced AI
features like loyalty programmes based on data analytics.
2. Turn AR into a talking point: If you’re worried about cost, experiment with a basic AR filter for a promotional campaign on social media before delving into fully interactive 3D menus. The goal is to get a feel for audience interest and generate excitement. If it resonates, you’ll have a better case for scaling up.
3. Align tech with brand story: Whether it’s AI or AR, these tools should feel like a
natural extension of your identity. If your USP is authenticity and local charm,
highlight how you use AI to predict fresh, local produce demands, or add an AR
element that immerses customers in the local heritage surrounding your venue.
4. Invest in training: Technology is only as good as the people using it, so make sure your team is well-trained to handle AI-driven reservation systems or to guide customers through AR experiences. It’s important to retain that personal connection at the heart of your brand, even as you embrace new tech.
5. Collaborate with experts: This isn’t just a blatant pitch for Whitewater (although
we’d love to talk!). Partnering with agencies that are experienced in both design and technology ensures you don’t end up with solutions that might look impressive but fall flat in delivering real value. A holistic approach that combines design, strategy, and tech tends to produce the best results.
Ready to elevate your guest experience?
AI and AR are no longer out of reach tech reserved for big-budget hospitality chains. They’re tools that smaller, ambitious brands can utilise to build a more personal, efficient, and truly memorable customer experience. The hospitality sector is a busy and competitive space, so those who adapt and dare to differentiate themselves will be at the forefront of shaping the next era.
At Whitewater, we love helping emerging hospitality brands bring innovative ideas to life in ways that serve your customers while staying true to your brand. If you’re keen to explore how to elevate your guest experience with technology and design, get in touch.
