AI-Driven Hospitality: Navigating Ethical Frontiers in the Age of Hyper-Personalization

Galina Ilieva ()
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Galina Ilieva: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2025, issue 1, 256-264

Abstract: This study explores the ethical frontiers of artificial intelligence (AI) applications in the hospitality industry, focusing on the rise of hyper-personalization as both a strategic advantage and an ethical dilemma. Through an analysis of AI tools such as chatbots, dynamic pricing algorithms, and smart guest services, the paper identifies key challenges related to data privacy, transparency, algorithmic fairness, and the erosion of human-centered experiences. By reviewing industry practices and current regulatory frameworks (e.g., GDPR, EU AI Act), the study proposes a forward-looking approach grounded in "ethics by design." The research is based on a critical review of academic literature and case studies, aiming to outline actionable principles for responsible AI adoption in hospitality

Keywords: AI-driven hospitality; hyper-personalization; data ethics; algorithmic bias; privacy; hospitality technology; ethical design (search for similar items in EconPapers)
JEL-codes: O33 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:suvrna:y:2025:i:1:p:256-264

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