Pisoni, Galena ORCID: https://orcid.org/0000-0002-3266-1773 and Zhu, Hongrui ORCID: https://orcid.org/0000-0001-8052-3888 (2025) The Role of AI in Enhancing Customer Service and Personalization. In: Rahimi, R, R., Stylos, N, N., Navarro-López, E. M. and Pillai, P., (eds.) Artificial Intelligence (AI) in Tourism, Hospitality and Events. Goodfellow Publishers

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Abstract

The tourist experience has been transformed by the rapid development of technology and technology-supported solutions adopted in the tourism, hospitality, and event industry, including but not limited to, artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) (Buhalis et al., 2019; Tlili et al., 2021). It is worth noting that AI and AI-driven solutions have been playing a crucial role in enhancing the automation and personalization of events (Ogle & Lamb, 2019). Against this backdrop, this chapter aims to critically review the current academic discourse of how AI-driven solutions have enhanced tourist experiences, from the use of smart venue technology in contemporary hospitality and events management to voice and intelligent agents, face and gesture recognition, voice assistants, and immersive reality (Bulchand-Gidumal et al., 2023; Kumar et al., 2021). The chapter provides a critical review of the role played by AI-driven solutions and applications in enhancing experiences in these domains and identifies the gaps for future research directions. Practitioners in the hospitality and event sectors can know what types of AI-driven solutions are available to adopt based on their specific circumstances and enhance customers’ experiences, and attendee convenience.

Item Type:	Book Section
Status:	Published
DOI:	10.23912/9781915097859-6107
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/12352

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