Abstract
<jats:p>This chapter examines how artificial intelligence (AI) reshapes cultural mediation and tourism experiences within immersive digital environments, with particular attention to authenticity, empathy, and connection to place. Framed within the evolution of the metaverse as a socio-technical and cultural space, the chapter adopts a qualitative-exploratory approach combining a systematic literature review with an empirical analysis of social media discourse. The empirical phase analyses Instagram hashtag ecosystems related to immersive and digital tourism using Apify, revealing distinct semantic framings across experiential, artistic-cultural, and technological dimensions. The findings demonstrate that AI functions as an active mediator of cultural meaning, fostering experiential authenticity, emotional engagement, and symbolic place attachment.</jats:p>