UREĐENJE EFIKASNOSTI I PERSONALIZACIJE USLUGA PUTEM PRIMENE VEŠTAČKE INTELIGENCIJE U HOTELSKOJ INDUSTRIJI
REGULATING THE EFFICIENCY AND PERSONALIZATION OF SERVICES THROUGH THE APPLICATION OF ARTIFICIAL INTELLIGENCE IN THE HOTEL INDUSTRY

Summary/Abstract: This research examines the impact of artificial intelligence (AI) on improving operational efficiency and personalizing services in the hotel sector. VI technologies have become a key factor in the transformation of hotel business, enabling the automation of tasks, optimization of resources, as well as the provision of personalized services to guests. By applying AI, hotels achieve greater efficiency, reduce operational costs and adapt services to individual guest preferences. Research findings confirm that AI significantly contributes to improving service speed, reducing labor costs and improving customer experience through personalization. However, challenges such as over- dependence on technology and protection of data privacy remain key questions to be answered. The results of the research provide practical insights for the hotel sector and lay the foundation for further research on the integration of AI technologies in the hotel business.

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