More direct and active communication between travellers, tourism locations, and products has been made possible by digital technologies. The use of digital solutions has made it possible to provide a high level of contact and a personalized approach, which is now one of the main demands of contemporary tourists. In 2020, Montenegro implemented the Innovation Activity Act22 which regulates the organization, conditions, financing, and promotion of innovation and related activities within the country. This act aims to stimulate economic growth by fostering the development of Montenegro’s innovative capacities and infrastructure. In June 2023, officials from the Ministry of Public Administration and the Ministry of Science and Technological Development confirmed that the provisions of the Innovation Activity Act extend to the field of artificial intelligence (AI). As a result, entities working on AI technologies are eligible to receive substantial administrative and governmental support to advance their projects. Despite recognition of the information technologies in numerous strategic instruments, Montenegro lacks adequate legal framework for artificial intelligence, which if not regulated promptly can cause serious threat for human rights. Operation of AI-based technology is regulated only by general principles of a variety laws, which are implemented in accordance with the specific context of AI use. For instance, general principles and human rights must be respected. Law on obligations. Application of general legal principles to AI–related transactions or projects can be complicated a lead to legal uncertainty, since there is no practice or case law to provide direction. Montenegro, as an EU candidate country, has a duty to harmonize its national legislation with the EU acquis. In Montenegro, there were efforts to promote, safe and controlled development and use of AI, which illustrates a public readiness to engage with AI technology and influence its future regulation. The absence of clear legal guidelines on AI-related issues may undermine investor confidence by creating uncertainties regarding project outcomes, which finally can have consequences on the development of country.23 22 “Official Gazette of Montenegro”, no. 82/20. 23 Schoenherr Attorneys at Law, Artificial Intelligence 2024, Montenegro, Chambers and Partners, available at: https://practiceguides.chambers.com/practice-guides/artificial-intelligence-2024/montenegro/trends-and-developments. 101 THE POTENTIAL OF ARTIFICIAL INTELLIGENCE IN MONTENEGRIN TOURISM
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