Massage and AI: Diverse Perspectives from the Profession

In March of 2024, Aescape, an AI-powered massage table, made its debut in New York City. This innovation has sparked a mix of feeling, from curiosity to apprehension and distrust among massage therapists and businesses alike. Now is the perfect time for meaningful conversations about how technological advancements impact the profession and the massage professionals who sustain it.

AMTA listened to the concerns massage therapists and brought them to the attention of company leaders involved in these innovations. Eric Stephenson, LMBT, President at iMassage, Inc. and Paul Nunez, a former massager therapist and current Director of Partnerships at Aescape, shared their perspectives on the topic. Read on to hear from both Paul and Eric, as well as massage therapists, as we continue this conversation to better understand AI’s role in massage therapy.

AI Cannot Replace Human Touch

The majority of massage therapists we spoke with identified the absence of human touch as a primary concern regarding AI massage. Licensed massage therapists Randi West and Jessie Greenbaum expressed their doubts, with Randi stating, “I do not believe the value of human touch is replaceable,” and Jessie adding, “How can a machine replace personal touch?” Many massage therapists see the physical connection with clients as central to the entire experience—an exchange of energy, an innate human need, and a mindful, unique process. Consequently, their concerns revolve around whether robotics can truly complement, rather than replace, the essence of massage therapy.

“Our goal is not to replace human touch, but to expand the opportunities for people to receive massages,” asserts Paul Nunez. Despite the company’s inclusive approach, many in the massage therapy community worry about the potential negative impacts of robotics on the profession. Drawing from his experience as a massage therapist, Paul emphasizes his hope that introducing AI into the massage sphere will help streamline processes related to staffing, organization, scheduling, and overall efficiency.

Eric Stephenson builds on this point by citing a nationwide shortage of around 29,000 massage therapists, according to the International Spa Association (ISPA). He explains, “What this technology enables is for non-users to have an option to receive massage that may overcome some of the objections they have historically voiced.” Both Paul and Eric insist that Robot Massage can function as a gateway for more people to receive massage therapy, assist massage therapists in their practice, and reduce economic, geographic, and personal barriers to massage. However, many therapists remain hesitant about embracing this new technology.

Both Paul and Eric maintain that Robot Massage is not intended to replace human touch, and they agree that it never can. Paul points out, “All things in life evolve, and by using our technology, the massage profession and massage therapists will evolve, too. I personally believe that the value of human touch will increase with the introduction of automation.” His hopeful perspective suggests that AI could enhance, rather than diminish, the role of human touch in massage therapy. However, as therapists have noted, the true impact will only become clear with time.

Robot Massage is Not Designed to Replace Massage Therapists

AI companies like Aescape aim to support and enhance the work of massage therapists. Still, many therapists we spoke to remain unsure of whether the introduction of Robot Massage reinforce or replace their role. Despite the nationwide shortage of massage therapists, many are not fully booked nor adequately compensated; the advent of Robot Massage initiates fear that AI massages will absorb additional clients and, thus, wages will not increase.

Eric addresses this concern by saying, “It’s not a matter of massage therapists being replaced, but rather some of the workload being offloaded safely and effectively to robotics and, in the process, potentially redefining how a therapeutic massage practice operates.” While shifting some tasks to robotics could help expand therapists’ capacity, the idea of “redefining” the entire profession through AI is daunting to many long-time therapists. Additionally, the full effect of AI in massage remains unclear, and this uncertainty threatens the livelihood of therapists and the stability of the field.

Other Potential Drawbacks of AI

Mary Elizabeth Le Blanc, a licensed massage therapist, introduces another challenge: malpractice and ethics. She shares, “The idea of having a fully automated massage table leaves our industry open to potential malpractice suits. Especially in the salons, spas, and other multi-practitioner settings. I think this would be a big issue for the liability insurance providers.” As AI technology advances, so too do potential liabilities, which could jeopardize the careers of humans therapists.

Keeping Clients in Mind is Vital

Some therapists expressed skepticism but also offered hopeful perspectives on the inevitability of AI. Randi West remains unsure of Robot Massage’s healing abilities, but she emphasizes the importance of focusing on the client’s goals: “Success depends on what the goal of the massage client is.” Similarly, Vanessa Timmons acknowledges that AI massage “will never have the true healing capabilities that a human massage therapist may have” but agrees that it could function as a temporary solution for clients. With client-focused initiatives in mind, some therapists see potential benefits in specific integrations.

Both AI-supporters and massage therapists recognize the value of human touch and intuition within massage therapy. The integration of robotics into massage could help save massage therapists time and energy, but many unknowns remain-- regarding motive, outcome, and ethics-- that need to be carefully considered.

Continuing the Conversation with Our Massage Community

At AMTA, we are committed to supporting and advocating for the massage therapy community. We understand that technological advancements are complex and deeply impactful, and we continue to invite you to share your perspective on AI in massage therapy. Please share your thoughts with us at communications@amtamassage.org.