THE USE OF ARTIFICIAL INTELLIGENCE IN THE TOURISM INDUSTRY

Abstract

This article examines the theoretical foundations, major applications, and future prospects of artificial intelligence in the tourism industry. It analyzes the role of key AI technologies, including machine learning, natural language processing, big data analytics, computer vision, and generative artificial intelligence, in the digital transformation of tourism. The study systematizes the main applications of AI in customer service, business process optimization, tourism marketing, smart destination management, and sustainable tourism development. Particular attention is given to the strategic benefits of AI implementation as well as the major challenges associated with data privacy, algorithmic transparency, ethical issues, workforce readiness, and digital infrastructure. Based on the literature review, the paper identifies priority directions for implementing artificial intelligence in Kazakhstan's tourism sector and proposes recommendations for strengthening its international competitiveness through digital innovation and sustainable tourism development.