Artificial intelligence is the most recent trend in technology and has received considerable attention, especially in the tourism and hospitality industry. AI enhances tourism services and acts as an effective complementary dimension to the future of tourism.  The emergence of artificial intelligence makes travel arrangements easier than before, as helps tourists to make a series of decisions about their future trips, for example, choosing a destination, transport, accommodation, and other activities. These decisions will have a significant impact on the tourist experience. Moreover, AI allows travelers to learn about their behaviors, interests to inclinations. Gone are the days to consult a travel agent, meet him physically, and indulge in an endless chain of troubling phone calls to inquire about travel arrangements. Hence, Artificial intelligence is a major complement to a travel agent and not a hindrance.
Artificial intelligence also plays an increasingly important role in the hospitality industry because of its ability to carry out traditionally human functions very precisely at any time of the day, which leads to saving significant money, saving time, eliminating human error, and delivering superior service. Accordingly,  this study depends on the quantitative approach through distributing questionnaires to obtain rich and detailed information about the respondents' perceptions and attitudes toward Artificial intelligence, as well as identifying the role of artificial intelligence in improving service and strengthening the tourist experience during three phases are pre-visit, visit, and post-visit.