Purpose The purpose of this study is to explore the transformative potential of Generative AI (GenAI) in the Hospitality and Tourism (HT) industry, focusing on its dual and interconnected impact on customer experience and workforce dynamics. This study argues that these two domains cannot be understood in isolation, as their interactions shape how value is created or destroyed in service contexts. Design/methodology/approach Through a systematic review of 89 peer-reviewed studies published since 2023, the authors map key theoretical approaches, methodological trends, contextual feature and main findings to capture how GenAI adoption is reshaping the sector. Findings The results of this study show that existing research remains fragmented, predominantly customer-centric and methodologically biased toward survey-based acceptance models. The analysis presented in this paper identifies recurring contradictions and demonstrates that guest expectations and workforce responses are mutually constitutive. Building on these insights, the authors propose the Tourist Experience–Workforce Dynamics, which conceptualizes GenAI’s impact through three emergent modes of interaction and value cocreation (alignment, divergence and negotiation). Originality/value This study advances the field by bridging isolated perspectives and proposing an integrated lens for understanding GenAI’s systemic effects. This paper links micro-level dynamics (e.g. trust and deskilling) with broader outcomes (e.g. service quality, loyalty and staff motivation) and offers practical guidance for managers, policymakers and researchers seeking responsible and sustainable AI adoption.
Ferreira et al. (2026) studied this question.