The tourism and hospitality sector is undergoing a comprehensive digital transformation driven by technological innovations and evolving tourist expectations. Information and communication technology, combined with artificial intelligence applications, is fundamentally transforming the sector’s operational framework and service delivery. This section analyzes the value created by artificial intelligence in tourism businesses, focusing on experience design and operational intelligence from a comprehensive perspective. The concept of smart tourism emphasizes the enhancement of technology-driven experiences through personalization, contextual awareness, and real-time interaction. AI-powered chatbots, service bots, and big data analytics enhance operational efficiency while also improving the tourist experience. The effectiveness of these technologies is closely tied to factors such as the trust, usability, and perceived value by tourists. Personalized service delivery forms the foundation of value creation. Artificial intelligence evaluates comprehensive tourist data to provide recommendations tailored to individual preferences and facilitate real-time marketing campaigns. Machine learning and natural language processing technologies significantly enhance operational intelligence in demand forecasting, dynamic pricing, sentiment analysis, and process automation. Research indicates that a strategic digital transformation plan drives business growth. The potential risks of artificial intelligence are not overlooked. For sustainable success, collaboration between humans and artificial intelligence, along with proper implementation and ongoing training initiatives, is essential. For this reason, artificial intelligence is viewed as a complex area of transformation for tourism businesses, and multidisciplinary methodologies are recommended for future research.