Abstract
<jats:p>The integration of automation and artificial intelligence (AI) into the tourism and hospitality sector marks a transformative shift in Human Resource (HR) management. This chapter examines how AI redefines traditional HR roles—streamlining recruitment, onboarding, training, and workforce planning—while simultaneously challenging long-standing organizational norms. Yet, amid technological disruption, the core mission of HR remains unchanged: to cultivate human potential, foster purpose-driven work environments, and uphold the people-centered values of hospitality. The chapter argues that to fully harness AI's potential, organizations must adopt a strategic and ethical approach, including comprehensive reskilling programs, inclusive digital tools, and algorithmic governance that ensures fairness and transparency. Emphasizing the critical balance between efficiency and empathy, it highlights the irreplaceable value of emotional intelligence, cultural sensitivity, and human connection in guest-facing services.</jats:p>