Purpose This study aims to rigorously examine the impact of artificial intelligence (AI) exposure on the innovation capabilities of tourism students. Specifically, it investigates how AI influences critical competencies such as digital creativity, critical thinking, and absorptive capacity. By exploring these mechanisms, the research seeks to clarify how AI can effectively enhance student innovation within tourism education. Design/methodology/approach This study employed a quantitative survey research approach, collecting structured numerical data via an online questionnaire from 827 tourism students in Morocco. Survey research is a widely used quantitative method involving standardized questions administered to a sample, enabling measurement and statistical analysis of variables related to AI exposure, creativity and innovation. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS software to test the proposed hypotheses. Findings The findings reveal a positive and significant effect of AI exposure on digital creativity, critical thinking and absorptive capacity but not on problem-solving. Digital creativity and absorptive capacity were identified as mediators between AI exposure and student innovation. Additionally, experience with AI moderated the impact of absorptive capacity on innovation, indicating a nuanced and context-dependent relationship. These results highlight AI’s potential to foster innovation in tourism education, particularly by enhancing creative skills and the effective utilization of knowledge. Originality/value This paper offers original insights into the role of AI in tourism education by addressing a significant gap in the literature. It provides practical implications for educational practices aimed at enhancing students' innovation capabilities. The findings have the potential to advance both pedagogical strategies and innovation outcomes within the tourism sector.
Laachach et al. (Wed,) studied this question.