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Technology development is changing the traditional human-to-human interaction model in service delivery in the hospitality and tourism industry. Service automation has been increasingly adopted by companies to enhance their services. However, consumer experience during human-automation interaction (HAI) requires further investigation, especially regarding the potential negative effects of automation technology. This chapter introduces the concept of cognitive friction in HAI and proposes a framework to examine the factors that may negatively impact the delivery of automated services in hospitality and tourism. Two major categories of friction-triggers are proposed in this framework: HAI value belief and HAI experience perception. This chapter contributes to a different perspective towards understanding the consumer experiences during HAI in hospitality and tourism and sets the stage for further empirical …