Purpose Artificial intelligence (AI) is transforming customer experience management (CEM) by leveraging personalized, data-driven insights to enhance guest satisfaction and operational efficiency. This study aims to critically evaluate existing research on AI’s role in CEM within hospitality and tourism, emphasizing shifts in service design, delivery and evaluation. Design/methodology/approach This research uses a critical reflection approach to synthesize the current literature and propose a conceptual framework that explains AI’s transformative role in CEM. The study identifies emerging themes and key factors influencing AI adoption, providing a structured agenda for future research. Findings AI reshapes CEM across five interrelated dimensions, enabling predictive, adaptive and algorithmically mediated interactions. It transforms guest experiences, redefines workforce roles and modifies organizational practices while generating tensions between efficiency, authenticity, personalization and agency. These findings highlight research priorities in emotional intelligence, human–AI collaboration, trust, ethics, longitudinal loyalty, cross-cultural variation and interdisciplinary integration. Research limitations/implications This study identifies critical research streams, contextual applications and methodological directions within AI-enabled CEM. It calls for more hospitality-focused investigations to optimize service experiences and enhance guest satisfaction. Originality/value This paper critically synthesizes existing research and provides both conceptual insights and practical guidance for the hospitality and tourism industry.
Xing et al. (2026) studied this question.