THE APPLICATION OF ARTIFICIAL INTELLIGENCE TO ENHANCE THE LEVEL OF SERVICE IN THE TOURISM INDUSTRY OF KAZAKHSTAN

Abstract

This article explores the adoption of artificial intelligence in Kazakhstan’s tourism sector, highlighting potential benefits and barriers. It presents the results of a Google survey assessing the effectiveness of AI in improving service standards. The study found significant barriers to AI integration, including limited technical knowledge, significant upfront investment, and concerns about reducing the personal touch in customer service. The article ends with a proposal to create a single travel portal QazaqTravelHub.