The use of artificial intelligence to visualize architectural style as a branding element

Artificial intelligence (AI) technologies are increasingly contributing to hotel branding initiatives within the hospitality industry. This study investigates the potential applications of AI in the hospitality sector, using the hotel services industry as a case study. A generative AI chatbot (ChatGPT 4, YandexGPT 2) was employed to model hotel branding based on a set of predefined parameters, focusing on two historic districts of Kaliningrad. The results indi­cate that the architectural styles and hotel designs generated by AI largely aligned with the intended concepts of the historic sites and could be successfully integrated into the contempo­rary architectural landscape of Kaliningrad. Additionally, the hotel names proposed by AI were consistent with the descriptions of the districts and took into account historical charac­teristics. However, identified limitations included insufficient consideration of the geographic features and urban planning restrictions of the selected areas. The article offers recommenda­tions for crafting effective AI prompts to obtain more accurate results in hotel design and highlights the significant potential of AI technologies to advance the hospitality industry.