AI’s Mysterious Journey

The hospitality industry is undergoing significant changes owing to the emergence of Artificial Intelligence (AI), VR (Virtual Reality) technology, and mobile applications in the hospitality space. The purpose of this research is to contribute to the existing understanding to help bridge the knowledge gap focusing on technology adoption by critically evaluating both specific case studies- empirical cases and theories as Grounded Theory and United Theory of Acceptance and Use of Technology (UTAUT). Considering the evidence presented in the individual cases, it also highlights issues like the use of data and the place of people in the process. This study emphasises the need to integrate technological aspects with humans to make the future of the hospitality industry flexible and focused on the customers.