USING AI TO PERSONALIZE TOURISM EXPERIENCES. THE ROLE OF ARTIFICIAL INTELLIGENCE IN CREATING CUSTOMISED TOURISM PRODUCTS AND SERVICES

The article explores contemporary applications of artificial intelligence (AI) in tourism, focusing on the personalization of travel experiences. It examines methods of collecting and processing user data, the implementation of recommendation systems, virtual assistants, and intelligent travel guides. Particular attention is given to personalized routes, dining and leisure options, and the use of AI in ensuring tourist safety. The study also highlights the benefits and challenges of AI integration in tourism services, including ethical and legal considerations, data privacy, and the balance between automation and human interaction. The findings suggest that AI is significantly reshaping tourism products toward hyper-personalized and client-centric digital solutions.