It is evident how the evolution of technology and AI capabilities are modifying the operations of commerce sectors and industries worldwide. Processes are being optimized and companies can offer better products and services to their consumers. Indeed, AI is here to stay and what may now seem surprising, was discovered in something normal in our daily lives. Today I will talk specifically about how this technological innovation revolutionizes the tourism sector and the performance of hotels. Artificial intelligence has numerous applications in the tourism sector, impacting both the consumer experience and the operating model of companies. Let's see a little more: Customer acquisition. With AI it will be much easier to attract customers, where the search system becomes more and more personalized and companies develop marketing strategies that adapt to consumer requests and preferences. Thanks to this, the number of options is reduced, processes are streamlined and recommendations are precisely tailored to the interests of the client. Business plans. The companies base the preparation of their business plan on strategies that improve and stimulate the consumer experience, maximizing competitiveness and aiming at sustainable tourism with the use of new technologies. For example, with the use of artificial intelligence from Google it is possible to optimize campaigns