THE ROLE OF ARTIFICIAL INTELLIGENCE IN THE TOURISM INDUSTRY: THE TRANSITION TO A NEW LEVEL OF SERVICE

This article discusses the role of artificial intelligence (AI) in the tourism industry and its capabilities in improving the quality of Service. Artificial intelligence technologies contribute to the personalization of the needs of tourists, automation of business processes and efficient use of resources. With its help, the quality of tourist services rises to a new level, and the satisfaction and experience of travelers increases. The article discusses the main applications of artificial intelligence in tourism, including intelligent booking systems, virtual guides, language translation tools and security measures. This makes it possible to make individual recommendations based on the analysis of data on consumer behavior, and automated systems increase the speed and efficiency of Service. In addition, it helps to ensure the safety of tourists and reduces risks when traveling. However, in the process of introducing technology, problems such as financial constraints and the risk of unemployment may arise. In the future, this will make it possible to change the tourism industry due to integration with Smart Cities projects, the development of virtual reality technologies, etc. It plays an important role in the Sustainable Development and adaptation of the tourism industry to innovation. In the article, through content analysis, it is possible to determine the adoption of AI technology in the field of Tourism and how it contributes to the consumer experience. This research method is used by reports and studies describing the growing popularity of AI technologies in tourism, such as consumer personalization, virtual tours, route optimization and dynamic pricing.