ARTIFICIAL INTELLIGENCE AND ROBOTIZATION IN THE SYSTEM OF ECONOMIC ACTIVITY OF HOSPITALITY INSTITUTIONS: AN INNOVATIVE ASPECT OF DIGITAL TRANSFORMATIONS

Abstract

The activities of hospitality establishments have become specific in the conditions of digital transformations and fierce competition in the market. The development and intensive implementation of digital business process management and service delivery tools using automated technologies and robotics has taken on a new format and opened up new opportunities. Technologies based on complex mathematical models integrated into the process of providing services by the hotel and restaurant business enterprise change the technological process and reduce the number of routine operations, which provides the opportunity for more personalized service to guests, more full use of available resources and disclosure of the potential of equipment, technologies and use of resources. The integration of AI into business processes ensures an increase in the efficiency and accuracy of performed tasks due to the ability to process large volumes of information in order to automate complex tasks that can be performed exclusively by specialists, spending considerable time and resources on this. Therefore, we investigated the main aspects of the use of artificial intelligence in the activities of hospitality enterprises and determined the positive effects of the use of computer systems capable of imitating human intelligence through the observance of appropriate algorithms aimed at a specific result upon request. It became important in the process of our research to single out the main characteristics and elements of the integration of artificial intelligence into the activities of hospitality institutions through machine learning technologies, which have the ability of the system to learn independently based on data without direct programming of each stage in the algorithm. Deep Learning technologies are important, acting on the basis of tools for the use of artificial neural networks, which makes it possible to process unstructured data. Institution management becomes more effective when using analysis and decision-making technologies based on a decision-making algorithm, using an existing database focused on the expected effect (result). Since personalized guest service has become an indispensable tool for the competitiveness of the institution, it is worth noting one of the tools for the integration of artificial intelligence into the processes of economic activity of hotel and restaurant business enterprises, such as virtual concierges. Thanks to the «Virtual Concierge» tool, which «is trained to work around the clock and answer guest questions in different languages upon request. Since personalized guest service has become an indispensable tool for the competitiveness of the institution, it is worth noting one of the tools for the integration of artificial intelligence into the processes of economic activity of hotel and restaurant business enterprises, such as virtual concierges. Thanks to the «Virtual Concierge» tool, which «is trained to work around the clock and answer guest questions in different languages upon request..