ARTIFICIAL INTELLIGENCE AS A TOOL FOR PERSONALIZING TOURISM SERVICES

Abstract

The hospitality industry is in a phase of active transformation under the influence of modern digital technologies, which opens up new horizons for improving the quality of service and the efficiency of business processes. This paper provides a comprehensive analysis of key innovations, including artificial intelligence, blockchain technologies and automation, which are increasingly being used in the hotel and restaurant industry both in Kazakhstan and in the global context. The purpose of the study is to analyze data on the implementation of artificial intelligence and identify practices for the implementation of intelligent solutions both at the global level and in the context of Kazakhstan's reality, taking into account the specifics of the local market, the level of digital maturity and infrastructural features. Special attention is paid to comparative analysis, demonstrating how global trends are adapting in Kazakhstan, and what barriers and prospects exist for broader innovation in the country. The practical examples given in the article confirm the real impact of the introduced technologies on the development of the industry, reflecting their importance and introduction into the hospitality sector by employers in this industry. In the future, digitalization will play a crucial role in shaping the competitive advantages and strategic development of companies in the hospitality industry, both globally and nationally. Identifying the problems and advantages of digitalization in the hotel industry through a survey aimed at studying the factors of modern development using artificial intelligence in the hospitality industry. The originality of the study is to determine the importance of the introduction of innovative technologies that will affect the development of the country's economy. The value of the research is to identify aspects for the further development of artificial intelligence.  The paper offers recommendations on the introduction of robotic machines and their possible risks during operation when using nano-technologies. The results of the study show that when implementing artificial intelligence to improve digitalization in the hospitality sector, it has significant potential for implementing innovative technologies.