The objectives of this investigation include the factors affecting Artificial Intelligence (AI) chatbots adoption in the tourism sector exploration of the interrelationship between the above factors, and evaluation of the significance of each of the above-identified factors in the adoption of AI chatbots in the tourism sector in Jordan. It is essential that at the first stage of chatbot projects, tourism-related businesses have support in defining the project’s scope, increasing awareness, and providing training for management. Implementing training programs that specifically target the misconceptions that bots will replace employment and that AI chatbots are simple to create and capable of comprehending typical human language would be advantageous. The provision of training is necessary to elucidate the present condition of cutting-edge technology and the anticipated outcomes for enterprises. The level of expertise in AI chatbots is especially limited among smaller enterprises. Hence, it is necessary to establish platforms for exchanging information among all parties involved on educational and training technology, content/applications, and sources of financing.