Mirjana Perkovic, Entrepreneur, Digital Award Winner, Mentor, Board Advisor & Founder/CEO of LookStyler, a marketplace for fashion tourism.
What we have seen over the past few years is that AI is rapidly expanding its influence across all industries, including travel and hospitality. Being the founder of a fashion tourism company, I have been fascinated by the developments in AI and robotics and now use them daily, and I am actively working on integrating AI into my business. I believe every entrepreneur should familiarize themselves with AI as soon as possible.
As I see it, in the coming decade, the travel and hospitality sectors will likely be deeply transformed by AI innovations—from smart robots and virtual concierge services to mobile chatbots and personalized AI travel guides.
Understanding Artificial Intelligence And Robotics
Since the beginning of the 21st century, technology has advanced at an unprecedented pace. However, the foundations of AI have been developing for decades. In the 1940s, neuroscientists Warren McCulloch and Walter Pitts made a groundbreaking contribution by creating a mathematical model of neural networks. This development laid the foundation for modern AI research.
In 1950, Alan Turing developed what’s known as the “Turing Test” to determine if machines could be capable of thinking. A few years later in 1956, John McCarthy, often regarded as the father of AI, coined the term “artificial intelligence” for a workshop at Dartmouth College. In the 1950s, Arthur Samuel established the term “machine learning” and created one of the first machine-learning programs. A pivotal moment occurred in 1997 when IBM’s Deep Blue defeated world chess champion Garry Kasparov, demonstrating for the first time that non-human intelligence could surpass human capabilities in complex tasks.
In the 2000s, the world witnessed the explosion of big data alongside the rise of advanced voice assistants like Alexa and Siri. And in more recent years, we’ve seen the launch of OpenAI’s ChatGPT, a generative AI (GenAI) chatbot. Since then, GenAI has continued to evolve, and a number of new solutions leveraging GenAI have come onto the market. Now, agentic AI, which can complete tasks with minimal oversight from people, is “one of the hottest areas in tech,” according to Fortune.
Another area being explored is robotics. For example, in 2024, Tesla introduced its AI-powered Optimus humanoid robot. AI can enhance robots with sophisticated perception capabilities through machine learning and computer vision. As a result, robots are becoming increasingly agile, accurate and human-like. A number of companies today are exploring AI humanoid robots.
How AI And Robotics Are Reshaping Tourism And Hospitality
From hyper-personalized recommendations and AI-powered concierge services to self-check-ins, smart hotels and robotic staff in cafes, restaurants and hotels, I believe AI and robotics technology will reshape every aspect of the tourism industry. They will not only present opportunities to reduce costs but also enhance the customer experience by making travel smarter, faster and more personalized.
For example, AI is being developed for use to help create itineraries, make reservations, optimize bookings and provide 24/7 support, allowing travelers to enjoy more autonomous journeys. Meanwhile, I believe cleaning and cooking robots could transform hospitality operations, making hotels and vacation rentals more efficient. I also expect virtual and augmented reality (VR/AR) tours to redefine how travelers explore destinations before they even arrive. AI-powered city guides will offer real-time insights, while “digital twin” cities could allow travelers to experience locations remotely, blurring the lines between physical and virtual tourism.
Space travel is the new frontier. Humanity has progressed, and I believe AI will play a crucial role in making commercial space tourism a reality.
The Future Of AI In Tourism And Beyond
As technology continues to evolve, the way we travel—both on Earth and beyond—will become more intelligent, efficient and immersive. Different regions are shaping the future of this technological revolution. The U.S. and China remain at the forefront of AI advancements, while the Middle East has positioned itself as a key player by hosting major innovation-focused events like the Future Hospitality Summit. Meanwhile, Europe has the world’s two leading tourism destinations: France and Spain.
Beyond tourism, AI is becoming a central force in global geopolitics. In The Age of AI, Henry Kissinger argued that AI will redefine the balance of global power, influencing economic structures and diplomatic strategies. James Barrat’s book Our Final Invention: Artificial Intelligence and the End of the Human Era warned that artificial superintelligence could outthink and outperform humans in ways we cannot yet predict. On the other hand, Kai-Fu Lee’s and Chen Qiufan’s AI 2041 presented a more optimistic view, envisioning AI-driven smart cities and autonomous transportation. I believe that in the next decade, we will witness major advancements in AI that will transform nearly every sector, including healthcare, finance, education, transportation, travel, hospitality, retail, manufacturing and even government services.
Lessons For Leaders
For entrepreneurs, staying ahead in this fast-changing landscape is crucial. The pace of technological advancement is faster than ever, making it essential for business leaders to stay informed by attending conferences, tracking AI developments and finding ways to integrate new technologies into their business models.
From my perspective, adaptability is key. Adopt new innovations quickly, and adjust your strategies accordingly. Seeking mentorship or collaborating with experienced AI-driven businesses can provide valuable insights and a competitive edge as well. Personally, I have been actively engaging in conversations with AI engineers and scientists to involve them in all of my projects, as I believe constant active networking is crucial for building one’s personal network of expertise.
As AI continues to shape our world, I believe one question remains: Is singularity—the point at which AI surpasses human intelligence—inevitable? Only time will tell. But one thing is certain: The future of AI is not just about technology. It’s about how we, as individuals, businesses and societies, choose to leverage its potential.
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