Artificial Intelligence and Personalization in Tourism: The Impact of Digital Transformation on Customer Experience

Abstract

Digital transformation is currently one of the most significant driving forces in the tourism industry, fundamentally reshaping both service delivery models and the process of forming customer experiences. Modern technological progress, particularly the rapid development of artificial intelligence (AI), enables tourism companies to respond more effectively to individual customer needs and to create high-quality, personalized services.

In this context, modern approaches to personalization play a crucial role in analyzing traveler behavior, anticipating their needs, and designing relevant offerings. Artificial intelligence tools-including generative models, chatbots, and recommendation systems-enhance customer experience and increase satisfaction levels.

The aim of this study is to assess the impact of digital transformation on customer experience and to define the role of artificial intelligence and personalization in the tourism industry. Methodologically, the research is based on a systematic analysis of the latest international academic sources.

The findings indicate that the integration of AI improves service efficiency, reduces costs, and increases customer satisfaction; however, it also raises challenges related to privacy and ethics. The study highlights the importance of hybrid integration between humans and technology to ensure a sustainable customer experience.