In the dynamic landscape of modern marketing and consumer behavior, the rapid development of artificial intelligence (AI) has emerged as a transformative force with far-reaching implications. More and more companies have increased their investments in AI innovations, since AI has become one of the most popular topics and attracted tons of attention from various industries. In other words, researching the applications of AI is an important preference in most business, which can reduce the risk of enduring a business failure during the fourth industrial revolution. However, the implementation of AI might result in the risk of damaging a constant Brand Identity and Brand Image and increase the possibility of consumers' annoyance and dislike of the brand (Agersborg et al. 2020). As AI becomes increasingly integrated into various aspects of brand management, marketing, and customer engagement (Varsha et al. 2021), it is imperative to understand the profound impact it exerts on the intricate web of brand-consumer relationships. The utilization of AI can be various depending on different types of industries. With the growing interest in AI-based service robots in the hospitality industry (Borghi et al. 2023), this study will dive into one specific category of AI applications. Although AI service robots are widely implemented to enable better customer service and increase operational efficiency in hospitality businesses, the lack of empirical studies on how AI-based service robots influence hospitality companies' brand personalities still exists. Recent research shows that the implementation of AI-based service robots in hospitality companies is positively correlated with customer satisfaction online ratings (Borghi et al. 2023), but the studies on brand personality are very limited. Brand personality refers to the set of human characteristics associated with a brand (Aaker 1997). Customers perceive a brand by using five dimensions of brand personality, which are sincerity, excitement, competence, sophistication, and ruggedness (Aaker 1997). Moreover, companies and customers may have different perceptions of AI innovations on brand personality. To better understand the relationship between AI-based service robots and brand identity in terms of brand personality, extant literature needs more quantitative investigations and empirical support. To address this gap in knowledge, this research delves into the intriguing interplay between artificial intelligence and brand identity, specifically focusing on how AI service robots influence brand identity in terms of brand personality from perspectives of company and consumer after the hotel implements AI-based service robots.