THE POTENTIAL OF ARTIFICIAL INTELLIGENCE IN THE CONTEXT OF THE SPECIFICITY OF SERVICES AND OPERATIONAL STRATEGIES OF THE HOTEL AND RESTAURANT COMPLEX
Abstract
The article reveals the features of the use of artificial intelligence in the context of the specifics of the problems of operational strategies of the hotel and restaurant complex. The variability of the application of artificial intelligence technologies in the hotel and restaurant industry is characterized, their capabilities and challenges are assessed, and the prospects for their successful integration are outlined. Based on the study of scientific literature, it is clarified that the most potential use of augmented reality and virtual reality as artificial intelligence tools in the hotel and restaurant complex are: virtual tours, expanded menu, training and development, virtual events, marketing and promotion, virtual modeling of customer experience. It is emphasized that the hotel and restaurant complex must meet the high demands of the modern market. The inclusion of RAISA (Robots, Artificial Intelligence and Service Automation) in the hospitality industry through commercial services in the form of chatbots, delivery robots, concierge robots, conveyor restaurants, self-service information kiosks/check-in/check-out, etc. demonstrates that the industry is at the forefront of implementing innovative technologies to improve customer experience and optimize operations. It was found that the integration of artificial intelligence into the hospitality industry is a prerequisite for exponentially improving customer service, facilitating real-time changes and collecting valuable data for personalization of services. It was found that this, in turn, necessitates the following: modernization of digital systems and platforms of the hospitality industry; ensuring the protection of customer data confidentiality and transparency of its use: using AI not as a replacement for professionals, but rather as an ally that expands their capabilities (AI-based learning systems improve productivity and interaction with customers). It was found that in the context of the specifics of services and operational strategies of the hotel and restaurant complex, artificial intelligence not only changes the customer experience, but also training and operational efficiency.
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