<p>This research investigates the combined impact of artificial intelligence adoption as green technology and responsible marketing on the economic aspects of responsible tourism in star-rated hotels. The structural model results revealed significant direct effects of AIGT on CRB (β = 0.542, <i>p</i> = 0.000) and RM (β = 0.585, <i>p</i> = 0.000), and CRB on ERTP (β = 0.543, <i>p</i> = 0.000), supporting H1, H3, and H4. However, the direct paths from AIGT to ERTP (β = 0.293, <i>p</i> = 0.075), RM to CRB (β = 0.223, <i>p</i> = 0.132), and RM to ERTP (β = 0.067, <i>p</i> = 0.623) were not significant, hence H2, H5, and H6 were not supported. Among the mediation paths, only H7 (AIGT → CRB → ERTP) was significant (β = 0.294, <i>p</i> = 0.008). Other mediation hypotheses (H8–H11) were not statistically supported. These findings highlight CRB as a key mediating variable between AIGT and ERTP.The study shows that AI and responsible marketing significantly influence customer responsible behaviour and economic outcomes like cost savings, operational efficiency, and revenue generation. However, not all hypothesized relationships were supported, highlighting the complexity of these dynamics. The study contributes to the literature by uniquely examining AI and responsible marketing within the context of responsible tourism. The findings suggest that hotels can optimize resource use, reduce costs, and achieve sustainability goals by adopting AI-driven technologies. Responsible marketing enhances guest satisfaction and loyalty, attracting environmentally conscious customers. By promoting customer responsible behaviour, hotels can create a competitive edge, improve sustainability outcomes, and position themselves as leaders in responsible tourism. These strategies contribute to long-term economic and environmental benefits.</p>