Abstract
<jats:p>This article comprehensively analyzes the role and importance of artificial intelligence technologies in improving the quality of services in the tourism sector. The research covers in detail the main functional capabilities of artificial intelligence, including individualization of services, automation of business processes, predictive analytics, and digital analysis of customer opinions. Also, the impact of modern digital solutions - chatbots, virtual assistants, dynamic pricing mechanisms, and automated booking systems on the efficiency and competitiveness of tourism services is scientifically substantiated. The article shows that the increase in tourist flows and the growth in demand for services in the conditions of the Uzbek tourism market makes the introduction of artificial intelligence technologies an urgent task. At the same time, it is emphasized that the effective implementation of these technologies is inextricably linked with the development of infrastructure, digital competencies, and the training of qualified personnel. The results of the study show that artificial intelligence is an important strategic factor in improving the quality of service in the tourism sector, rational use of resources and ensuring customer satisfaction. The conclusions presented in the article once again confirm the increasing importance of artificial intelligence technologies in the tourism sector in the context of digital transformation.</jats:p>