INTEGRATION OF ARTIFICIAL INTELLIGENCE INTO PERSONNEL MANAGEMENT OF TOURISM COMPANIES. APPLICATION OF AI TO OPTIMIZE HR PROCESSES IN TOURISM

The article explores approaches to integrating artificial intelligence (AI) into the human resource management processes of tourism companies. It analyzes the key vectors of HR digitalization, including the automation of recruitment, the use of chatbots for internal communication, staff turnover forecasting, personalized employee development, scheduling optimization, and productivity monitoring. Special emphasis is placed on the application of recommendation systems, predictive analytics, and automated document workflow solutions. The study presents real-world cases of AI implementation in HR functions, such as corporate culture assessment, talent pool development, and motivation strategy design. The paper highlights AI as a powerful tool for enhancing the efficiency, flexibility, and adaptability of HR systems in the highly seasonal and dynamic tourism sector.