AI adoption, accountability, and human-centric governance

Global hotel chains are rapidly integrating artificial intelligence, with studies showing that 91% of chains have implemented some form of the technology. While adoption is high for tasks such as guest communication, revenue management, and internal automation, many organizations lack a comprehensive corporate strategy led by senior management, often relying instead on fragmented tools or pilot projects.

Significant barriers to further expansion include a lack of internal expertise, difficulties integrating with existing systems, and the absence of clear roadmaps. Furthermore, the shift toward AI in hospitality has created a legal vacuum regarding liability. When AI-driven errors occur, such as overbooking, responsibility is often unclear between hotels, booking platforms, and providers. While the European AI Act has introduced transparency obligations, regulations regarding financial reimbursement for errors remain unresolved.

Broader discussions regarding AI governance continue to emphasize the concept of digital humanism. At the 16th Internet Festival in Pisa, participants explored the necessity of keeping humans at the center of technological governance to ensure AI supports human capabilities without replacing human decision-making or diluting individual responsibility. Discussions highlighted the importance of algorithmic transparency to reduce inequalities and the role of digital rights in technological infrastructure.