Ethics training competencies and leadership enable responsible AI in hospitality and tourism

Artificial intelligence (AI) is reshaping the service industries, increasing demand for fair, transparent, and ethical systems. This study examined how AI ethics training, employee competencies, organizational governance maturity, and leadership commitment jointly supported responsible AI performance. Survey data from employees in hospitality and tourism organizations were analyzed using structural equation modeling. The findings indicated that ethics training was associated with stronger responsible AI performance through two complementary mechanisms: the development of employee competencies and the institutionalization of governance processes. Leadership commitment further strengthened the relationship between governance maturity and performance, highlighting the role of organizational values in ethical technology use. Together, these results indicated that responsible AI emerged from the alignment of learning practices, institutional structures, and leadership priorities. The study provides practical guidance for service organizations seeking to embed ethical principles into AI use. It contributes to broader discussions about responsible digital transformation and sustainable service innovation.