MANAGERIAL TRUST IN ARTIFICIAL INTELLIGENCE AND ITS IMPACT ON STRATEGIC DECISION-MAKING IN THE HOTEL INDUSTRY

Abstract

The latest artificial intelligence (AI) technologies are rapidly entering the industry. The process of digital transformation is fundamentally changing digital operational activities, strategic management. More and more AI is being used in revenue generation systems, demand forecasting, software behavior analysis, dynamic pricing and service quality monitoring processes. The technology is directly related not only to its technical capabilities, but also to the trust of the managers using it.