Artificial intelligence agents and agentic systems in hospitality and tourism: challenges, opportunities and research agenda
Yogesh K. Dwivedi, Mohamed Y. Helal, Ibrahim A. Elgendy, Mousa Albashrawi, Laurie Hughes, Mazen Shawosh, Vincent Dutot, Il Jeon
Abstract
Purpose Artificial intelligence (AI) agents and agentic systems have the potential to transform the tourism and hospitality (T&H) industry by automating existing processes and improving operational efficiency. This viewpoint paper aims to explore and analyze the potential opportunities and challenges, and establish a comprehensive research agenda for developing AI agents and agentic systems within the T&H industry. Design/methodology/approach This article comprehensively analyzes current literature, user sentiment analysis and market trends assessment on AI agents and agentic systems. It identifies critical areas where these technologies can transform the T&H industries, providing valuable insights into this emerging field and its potential for driving innovation and efficiency. Findings Sentiment analysis reveals that 65% of social media users positively view OpenAI’s new AI agent, praising its automation capabilities. Meanwhile, 22% raise concerns about technical flaws, accessibility and ethics, while 13% remain neutral. AI agents offer opportunities to enhance efficiency, personalize services and support sustainability in T&H. However, challenges persist in development and implementation, with concerns from businesses, customers and regulators. This article highlights both the opportunities and challenges AI agents present in T&H industries. Research limitations/implications This paper provides valuable insights for stakeholders in the T&H industry, considering the adoption of AI agents. The authors present an overview of the potential challenges involved in adopting this emerging technology and discuss key organizational barriers. Originality/value This study examines the application of AI agents and agentic systems in T&H, highlighting opportunities and challenges may face during their adoption. The paper contributes original insights into how these systems can reshape industry practices, providing a foundation for future research and practical applications.