<p>The service industry is now characterised by the use of artificial intelligence (AI). AI solutions can improve various services—not only as part of online services, but also offline as part of physical interaction. For example, AI can be used to enhance the personal interaction between customers and advisors in traditional bricks-and-mortar travel agencies. However, this requires an appropriate work design and the willingness of both parties to use it. In this article, we use a&#xa0;case study to investigate how customers assess the service quality of travel advice in different AI application scenarios. To this end, we described four AI functions of a&#xa0;possible future travel counter, which are intended to support the advisor in his or her work and to change the interaction between advisor and customer in different ways. We then asked travellers interested in a&#xa0;bricks-and-mortar travel agency how they would rate the quality of service they would receive at this future travel counter. Based on the results of this survey, 42&#xa0;textual responses are qualitatively analysed as a&#xa0;sub-sample of a&#xa0;more comprehensive survey with regard to assessments of various dimensions of perceived service quality. The results make it clear that personal interaction is the most important unique feature of offline travel advice, which is valued by customers and continues to be desired and necessary. It is therefore crucial that travel advisors are not replaced by an AI solution, but rather supported in their work in order to improve the framework for interpersonal interaction in terms of service quality.</p><p><i>Practical Relevance</i>: The results of the survey can help to develop AI solutions in the context of work, and more specifically travel advice, in a&#xa0;way that best suits the needs of the people involved.</p>