OPPORTUNITIES AND TRENDS IN THE USE OF AI AGENTS IN TOURISM

In the development of modern digital technologies, artificial intelligence systems and agents hold a special place. AI agents represent one of the leading directions of contemporary technological progress, as they are capable of making autonomous decisions and performing tasks automatically. Through their application, it is possible to create smarter systems and utilize them in various ways. In the tourism industry, the use of AI agents offers significant opportunities in travel planning personalization, automation of customer service, optimization of operational processes, and enhancement of security. Particularly important is the impact of AI agents on improving customer experience, enabling datadriven decision-making, and advancing the concept of smart tourism. The integration of AI agents presents substantial opportunities for enhancing the quality and efficiency of tourism services; however, it also raises challenges related to data privacy, ethics, and technological dependency. The paper discusses the opportunities for applying artificial intelligence in tourism, the significance and role of AI agents in the development of tourism businesses, and analyzes current trends, including the integration of generative AI, the expansion of autonomous booking systems, and the adoption of sustainability-oriented solutions. The research findings suggest that AI agents present considerable opportunities for enhancing the quality and efficiency of tourism services, while also posing challenges in terms of data privacy, ethics, and technological dependence.