Abstract
Driven by the advancements in artificial intelligence (AI) and its related technologies, the application of intelligent automation in travel and tourism is expected to increase in the future. This paper unpacks the need to shape an automated future of tourism as a social phenomenon and an economic activity, hence contributes to theory and practice by providing directions for future research in this area. Four research priorities are suggested: designing beneficial AI, facilitating adoption, assessing the impacts of intelligent automation, and creating a sustainable future with artificial intelligence. Research in these areas will allow for a systematic knowledge production that reflects a concerted effort from the scientific community to ensuring the beneficial applications of intelligent automation in tourism.