Leadership networks: Shaping AI innovations through responsible practices in Vietnamese tourism and hospitality firms

Artificial intelligence (AI) holds significant promise for elevating customer experiences and environmental, social and governance performance in the tourism and hospitality (TH) industry. However, its adoption and use raise ethical concerns and risks, necessitating an effective leadership approach to guide responsible AI-driven innovations and mitigate consequences, such as diminished stakeholder trust. This study examines responsible AI diffusion in TH firms in a developing country through Network Leadership and Actor Network Theory (ANT). It also explores how leadership can be applied to influence the AI-driven approach to improve environmental, social, and governance performance. Understanding the fundamental ANT-based network leadership dynamics within Vietnamese firms can be leveraged to explore and exploit innovations under a suitable and responsible AI governance framework. The study presents theoretical and practical implications for leadership and management in the era of leading with AI.