When AI Becomes Smoke and Mirrors: The Risk of AI-Washing in Hospitality

This post stems from a reflection that kept me thinking for hours. Enrique Dans, in one of his most incisive articles —“Calling everything ‘artificial intelligence’ is not only ridiculous; it is also counterproductive”— hits the nail on the head when it comes to an increasingly common trend: using the “AI” label as a catch-all for almost anything. And in hospitality, this phenomenon is beginning to gain traction, with an impact that goes far beyond language. Because it is not merely a semantic misuse: when we promise guests intelligent experiences and deliver mediocre automation, we undermine our own value proposition.

We are living through an exciting moment in hospitality. New tools are entering our day-to-day operations, and every day brings opportunities to improve processes, optimise revenue or enrich the guest experience. And among all these tools, artificial intelligence (AI) holds a prominent place. But, as happens with anything that generates enthusiasm and media attention, exaggerations soon follow. And with them comes what is now known as AI-washing.

I have seen this phenomenon up close: inflated proposals, grandiose narratives, promises of total automation, and strategic decisions sold as “artificial intelligence” that are, at their core, spreadsheets with a polished filter. AI-washing does not merely create confusion: it undermines hotels’ value proposition. Because when we promise transformative technology and deliver the same old thing wrapped in buzzwords, we betray guest trust and erode brand credibility.