Research on the use of artificial intelligence for improving processes in service industry organizations

Abstract

This research explores the impact of Artificial Intelligence (AI) on marketing processes within the hospitality industry, focusing on Romanian entrepreneurial firms. The study highlights the growing role of AI in enhancing customer experience, personalization, campaign automation, and operational efficiency. A comprehensive literature review presents the specific features of hospitality marketing and the increasing integration of digital technologies. The empirical part of the research adopts a descriptive and exploratory quantitative approach, based on a structured questionnaire distributed to managers and employees from hotels, restaurants, and travel agencies. Using IBM SPSS Statistics, the analysis demonstrates a moderate to high level of AI adoption, with significant improvements reported in customer retention, conversion rates, and return on investment. At the same time, the research identifies challenges such as high implementation costs, limited technical expertise, and cultural resistance. Findings also reveal differences between large organizations and small and medium-sized enterprises in terms of digital maturity and capacity to implement AI-driven solutions. The study contributes to both academic and practical debates by offering new insights into how AI can reshape hospitality marketing, while emphasizing the importance of staff training, ethical data usage, and strategic investment in digital infrastructure.