Artificial intelligence (AI) is transforming hospitality, particularly in spa and wellness operations. In 2024, Lotte New York Palace introduced the world’s first fully automated AI massage, allowing guests to customize their experience via tablet and access services outside typical hours. AI is also used to support human therapists, as seen at Sensei Lanai, where sensors help tailor treatments and reduce administrative tasks. However, challenges remain: machine malfunctions or system failures could disrupt service or pose safety risks, especially if guests cannot stop the AI massage without human intervention. Balancing innovation with safety and personal touch is essential.
Massage Therapists want to help people, and part of our approach requires having a clear message of who we are and the value we offer. Adopting an evidence-based conceptual framework offers a solution, as it can provide a cohesive message of our nature and value. This clinical practice handbook will prove essential to massage therapists, physical therapists, chiropractors, medical doctors, psychologists and other health professionals who care for people with musculoskeletal pain. It will be continuously updated as new research becomes available.
