This study explores the role of artificial intelligence (AI) in transforming hotels in developing countries (DCs), with a special focus on the Republic of Serbia. The research was conducted among hotel management in the Republic of Serbia, encompassing 134 respondents. The results indicate a high level of support for the implementation of AI, highlighting its potential to enhance efficiency, guest experience, and competitiveness. The study emphasizes the importance of technological innovation in the hospitality industry and provides insights into the industry's readiness to adopt and implement AI. This research contributes to understanding current trends and future perspectives of AI application in the hospitality sector, with particular attention to the challenges and opportunities in developing countries such as Serbia. The findings offer useful guidelines for hotel managers and decision-makers in the hospitality sector, as well as for researchers interested in the application of new technologies in tourism and hospitality.