The recent entry into force of the European Union's Artificial Intelligence Act attests to the role that this new technology is playing in our modern society. A tool that has made its way into our personal lives as well as into the world of work, with a growing number of business sectors integrating it into their operations. The tourism sector has obviously not missed out on this digital revolution, which is breathing new life into everything from the customer experience to staff management and hotel operations. However, one question remains: will artificial intelligence revolutionise the industry in depth, as many experts are predicting, or will the hype surrounding this technology fizzle out as quickly as the hype surrounding the metaverse?