they arrive at certain decisions or recommendations, such as pricing or service delivery. When decisions cannot be explained, they become harder to contest and may lead to concerns about accountability for mistakes and potential harm. This is especially case when AI generates a tourist offer that contains a mistake, and tourist might find it difficult to find a solution to whom should they complain or get refund. To be able to overcome this issue, providers of tourist services should find a meaningful way to explain the way decisions are being made, implement decision review process by human preferably, and provide clear and transparent information to consumers i.e., tourists on their rights when things go wrong (what are their rights, who and how to complain and get refund or different service etc). Automated decision making is discouraged when it comes to vulnerable categories of tourists such as minors (for instance profiling of minors can be done only if additional protections are satisfied). Thirdly, AI threatens to displace jobs in the tourism sector and can have serious social impact. The Montenegrin Labour Act35is facing challenges with integrating AI in the workplace, affecting everything from algorithmic fairness during hiring processes to the use of AI in daily operations. Finally, there are also many ethical considerations regarding AI replacing human workers. VI. TRENDS IN LEGAL REGULATION Although the legal regulation of artificial intelligence is still in its early stages, we can identify several regulatory trends that represent international trends in legal regulation of AI. Those comprise principles of lawfulness, transparency, fairness, safety and security. 36 Principle of lawfulness means that the development and implementation of AI systems require the legal basis for processing of personal data for various purposes. It is essential to clearly identify these purposes and establish a suitable legal norm to adhere to the principle of lawfulness. To comply with the principle of transparency, it is essential to provide clear and open information about how personal data is processed within an AI system. This means that it should contain meaningful information about the logic and the way it operates involved. 37 35 “Official Gazette of Montenegro”,nos. 74/19, 8/21, 59/21, 68/21 and 145/21. 36 See for example: „ICO Guidance on the AI auditing framework“ available at: https://ico.org.uk/ media/2617219/guidance-on-the-ai-auditing-framework-draft-for-consultation.pdf. 37 Matt Hervey and Matthew Lavy, The Law of Artificial Intelligence, Sweet&Maxwell, p. 105. 105 THE POTENTIAL OF ARTIFICIAL INTELLIGENCE IN MONTENEGRIN TOURISM
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