This entry explores how Gen AI technologies, such as chatbots, are not only streamlining operational efficiency but also changing the nature of customer engagement across the cognitive, affective, and behavioral dimensions. Drawing on evolving practices within tourism, the entry highlights the integration of Gen AI across various stages of the traveler’s journey, from pretrip planning to post-trip feedback, offering increasingly personalized and emotionally intelligent interactions. Despite its potential, the adoption of Gen AI-powered services still encounters resistance from travelers due to concerns related to trust, privacy, and emotional disconnect. The entry further explains these engagement challenges, considering functional and psychological aspects, and presents targeted strategies for enhancing traveler acceptance and meaningful interaction with AI-driven service platforms. By bridging the gap between technological innovation and human-centric service expectations, the entry underscores the potential of Gen AI in redefining customer experience in the tourism sector.