Technological innovations support increased efficiency in every industrial sector. Artificial intelligence (AI) is among the most important innovative solutions. Intelligence is measurable and clearly defined. AI has brought several new ideas into our everyday lives like ‘sharing economy’, ‘Internet of Things’ or ‘Internet of People’. Tourism industry is no exception of the many sectors affected by AI: different smart systems and chatbots are used in travel agencies and air transport companies. Predictions about the near future foresee the development of personalised solutions, which will lead to further rearrangement in the technological revolution that has been going on for decades in the tourism industry. The process of continuous progress seems to be unstoppable, and that leads to the big question: how can we adapt to the new world brought to humanity by AI?