Introduction: ethics of AI in hospitality and tourism and strategic research agenda

Artificial Intelligence (AI) is reshaping the global tourism and hospitality (T&H) landscape, industries traditionally defined by high-touch human interaction, cultural sensitivity, and service personalisation. The integration of AI, particularly in the form of generative tools, service robots, algorithmic recommendation systems, and predictive analytics, has accelerated following the COVID-19 pandemic and ongoing labour shortages (Zahidi et al., 2024; Wang, 2025). From AI-powered concierges that provide 24/7 multilingual assistance (Liu et al., 2024) to facial recognition check-in systems and hyper-personalised marketing campaigns (Bulchand-Gidumal et al., 2024), the technological transformation promises a paradigm shift in how services are designed, delivered, and experienced.