Literature review demonstrates operational and service enhancements from artificial intelligence in the tourism sector, highlighting the need to address ethical and workforce challenges.
Aim: This article examines the role of artificial intelligence (AI) in transforming the tourism industry and improving tourism services. Method: The study is based on an analysis of academic literature and recent international research on AI applications in tourism and hospitality. Results: AI can improve travel planning, personalization, customer service, demand forecasting, marketing, and operational efficiency. Conclusion: Effective and responsible adoption of AI can increase the competitiveness of tourism businesses while improving the tourist experience, although data protection, workforce adaptation and ethical issues require particular attention.
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Nargiza Mashrabjonovna Iskandarova (2026) studied this question.
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