Lučić, Sonja2023-01-232023-01-232022Lučić, S. (2022). DIGITALIZATION AND ARTIFICIAL INTELLIGENCE: NEW DIMENSIONS IN TOURISM. Tourism International Scientific Conference Vrnjačka Banja - TISC, 7(1), 564-581. https://doi.org/10.52370/TISC22564SL9788689949650https://scidar.kg.ac.rs/handle/123456789/15429Artificial intelligence (AI) offers a wide range of opportunities that increase productivity in the tourism sector. Travel companies use AI for various administrative tasks as well as for customer support. Hotels and other travel companies have already used chatbots on social media platforms and instant messaging apps. In addition to customer support, AI may be used in tourism for quick and accurate collection, sorting and interpretation of data. The author in this paper will point out the positive impact of AI and digitalization in the tourism sector. Besides that, the author will explore the ways in which the new possibilities of digital technologies can make travel services more accessible, easier and more customized in the future. Yet, the research will show that in tourism, the replacement of the human factor with artificial intelligent technologies in certain situations is still impossible and undesirable.entourismsmart hotelsartificial intelligencedigitalizationconferenceObject10.52370/TISC22564SL