Value Co-Creation and Modern Artificial Intelligence in the Hospitality Sector

This article investigates the transformative role of modern artificial intelligence (AI) in reshaping value co-creation within the hospitality industry. It highlights emerging synergies between AI-driven technologies—such as chatbots, recommendation systems, and intelligent automation—and collaborative service practices involving customers, employees, and service providers. By enabling hyper-personalized experiences, enhancing operational efficiency, and fostering meaningful guest engagement, AI introduces new opportunities for shared value creation. However, the article also addresses several challenges inherent in this digital transition. These include the potential erosion of human interaction, ethical concerns related to data privacy and algorithmic transparency, and the need for upskilling hospitality personnel to adapt to AI-enhanced workflows. Ultimately, the study advocates for a strategic and human-centered approach to AI integration—one that leverages technological capabilities without compromising the relational and experiential essence of hospitality.