II. THE ROLE OF AI TOURISM The digital revolution has a multifaceted impact on all fields of human life and work. A key segment of the digital revolution relates to the development and application of artificial intelligence (AI). The transformative potential of AI originates to a large extent from its ability to analyse data at scale and to notice and internalize patterns and correlations in that data that humans (or fully deterministic algorithms) would struggle to identify. 4 Using voice and face recognition, natural language processing, machine learning, smart phones and similar makes AI integral part of our daily life. Chatbots and assisted consumer analytics can be used to enhance tourist experience, to look into technology solutions to drive tourist spending and reduce costs. 5 The implementation of these technologies offers a potential for deep understanding of travellers’ needs and preferences, enabling the creation of tailored holidays that exceed their expectations, thereby optimizing the entire process involved in meeting these expectations for the benefit of tourist providers and travellers, but also the destinations themselves and the needs of the local community.6 Montenegro is a prime example of a small European economy and sees its development opportunity in the digital economy. There are several stages when AI can be used to improve tourism. Firstly, to raise awareness about the destination and tourist offer. AI is expected to significantly increase the effectiveness of marketing. The traditional customer journey may even disappear as customers receive messages specifically targeted to their personalized needs and desires in a real-time context. Sterne introduced the concept of programmatic consumption, in which the processes of the customer journey are automated and purchase decisions are made by computers. If this becomes the case, the major question the marketing function will need to address is how to get their product on the list of options considered by the consumer’s automatic algorithm. The widespread deployment of AI will cause many firms to introduce similar marketing processes.7 4 Graux Hans, Gryffroy Pieter, Gad-Nowak Magdalena, Boghaert Liesa, The role of artificial intelligence in processing and generating new data – an exploration of legal and policy challenges in open data ecosystems, Luxembourg, 2024, p. 5 5 Charles Kerrigan, Artificial Intelligence, Law and Regulation, Edward Elgar, 2022, p. 328. 6 Parlov Natalija, Bašić Nada, Botunac Ive, Artificial Intelligence, ESG Innovations in Tourism and Personal Data Management: How the Digital Economy, Adaptability and Sustainability Shape the Future, Acta Economica Et Turistica, Vol. 10 (2024), No. 1, p. 5-6 7 Bulchand-Gidumal Jacques et alia, Artificial intelligence’s impact on hospitality and tourism marketing: exploring key themes and addressing challenges, Current Issues in Tourism, 2023, p. 3 97 THE POTENTIAL OF ARTIFICIAL INTELLIGENCE IN MONTENEGRIN TOURISM
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