The Potential of Artificial Intelligence in Montenegrin Tourism: Legal Challenges and Opportunities Milana Ranković, LL.M1 Jakša Vuković, LL.M 2 I. Introduction. II. – The Role of AI Tourism. – III. Overview of current legal landscape for AI in Montenegrin Tourism. – IV. Perspectives for implementation of AI in Montenegrin tourism. – V. Legal and Ethical Challenges. – VI. Trends in Legal Regulation. – VII. Conclusion. The Montenegrin economy with its strong reliance on tourism, encounters significant challenges in advancing its digital transformation. Currently it is introducing smart specialization as a way to facilitate economic growth and enhance tourist offer. The adoption of new technologies to develop the potential of the tourism sector has also shed light on numerous legal and ethical concerns. This paper examines the role of artificial intelligence in development of tourism sector, followed by an overview of the current legal framework for artificial intelligence in Montenegro, along with perspectives on the implementation of new technologies for sustainable tourism development. The potential of artificial intelligence is infinite; however, its application has highlighted various legal and ethical challenges, including issues related to data privacy, transparency, accountability, and the potential negative impact on employment within the tourism sector. Although the legal regulation of artificial intelligence is still in its early stages, we identified several regulatory trends that represent international trends in legal regulation of AI, that should also be implemented in Montenegro. It is inferred that artificial intelligence has the potential to transform Montenegrin tourism, significantly enhancing its reputation as a sustainable tourism destination. Conversely, its abuse could create opportunities for exploitation which may cause serious threats to human rights in Montenegro. DOI 10.60559/ijtthl2025-007 1 Teaching Assistant at University of Montenegro, Faculty of Law and Ph.D student. 2 Legal Officer with passed Bar Exam.
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