RTIFICIAL INTELLIGENCE IN HOSPITALITY: PLACE OF INTEGRATION, SPECIFIC USE AND IMPACT ON BUSINESS REVENUES

The use of artificial intelligence in various areas of business has become the basis of successful competitive business. It is widespread in all spheres of economic activity, in various areas of business and serves as an indispensable assistant in the everyday life of every person. The prevalence of its use is so versatile that we do not always even realize who we are talking to and who performs certain functions. Chat-bots have become commonplace without which the activity of any company cannot be imagined. Artificial intelligence video games are an everyday entertainment tool. The face recognition function is used not only in business activities, but also in the everyday life of every person when using this function on the phone when identifying in various mobile applications. Self-driving cars, the work of which is based on artificial intelligence, trajectory planning, recognition of obstacles, development of the most optimal route - this is all a function performed by artificial intelligence. Work with voice applications (Alexa, Siri, Google Assistant, targeted advertising) is based on artificial intelligence. That is, the main function of artificial intelligence is the ability to generate processes performed by human intelligence. The teachings of John McCarthy, in the process of researching the ability of the computer to learn (1956), changed the course of human development, business development and transformed the era of industrialism into the era of knowledge and human intelligence (the era of postindustrial development). The functionality of artificial intelligence is so wide that it can also be used to work on the technological process of interaction with customers. Artificial intelligence performs audience segmentation, forms recommendations and optimizes production processes in marketing companies. In the process of analyzing the SEO strategy, artificial intelligence contributes to search optimization, the development of decision algorithms within the framework of the development strategy. When using artificial intelligence in the production security system, an array of data from cameras and sensors is analyzed, constantly compared with regulatory data, and an algorithm for the safest management solution is formed. Security against fraudulent actions in the financial and business spheres, customer loyalty research, risk classification and even court cases - all this can be done today by this unique, human-made development. HR specialists use artificial intelligence to select personnel for companies, and education specialists use it to develop training programs for people with special needs, in the training process, as training simulators. The field of hospitality is specific in the integration of artificial intelligence in technological processes, in the management system, in the communication system with customers and in the process of attracting guests. Only with the introduction of innovative digital technologies can hotel and restaurant businesses achieve the required level of competitiveness and economic efficiency.