There is a growing body of knowledge focusing on the influence that artificial intelligence (AI) is having on the hospitality industry. What the evidence suggests is that for hospitality businesses, the impact of AI to date has been very positive. Hospitality marketers, for example, are using AI powered systems to analyze vast amounts of customer data, such as booking history, preferences, and online behavior. This information is then used to create personalized recommendations for destinations, accommodation, activities and more.