From AI to Artificial General Intelligence (AGI): understandings, reflections and future impacts for the tourism industry
Prokopis Christou · Journal of Tourism Futures · 2025
Purpose The world is progressing toward an evolutionary phase of Artificial General Intelligence (AGI), while the manner in which AGI-led robots and experiential technologies are evolving and interconnecting is a crucial topic worthy of our attention – hence the focus of this study. Design/methodology/approach Within the boundaries of qualitative inquiry, this study merges critical review with conceptualization, to explore in depth the concept, implications and dynamics of AGI, within the context of tourism. Findings The study uncovers the theoretical and practical foundations of AGI, particularly in terms of autonomy and more complex aspects, such as its potential existential impact. It delves into the broader implications of this expansive, interconnected and versatile form of technology. As such, it calls for a deep reflection on how the tourism industry will evolve and respond to this anticipated transitional phase-potentially shaped by a superintelligence, autonomous, inter-connected and holistic form of technology. Originality/value This study makes a pioneering contribution by examining the transition from narrow AI to Artificial General Intelligence (AGI) in tourism. The paper sheds light on how AGI's general, interconnected, adaptive and autonomous capabilities may affect the entire tourism ecosystem. On a theoretical level, the paper provides a conceptual foundation for understanding AGI, addressing a critical gap in existing literature. The study expands understanding of AGI's broader societal role and impacts in relation to the anthropocentricity of the tourism sector. Highlights