Integrating sensory marketing with artificial intelligence in hospitality: a future research agenda

Purpose This study aims to address the crossover application of sensory marketing (SM) and artificial intelligence (AI) within the hospitality industry. Design/methodology/approach Through an extensive literature review, this study identified contemporary issues in SM, including challenges related to atmospheric and sensory cues, (in)congruence, multi-sensory cues, perception, sensations and sensory overload. These themes are particularly relevant considering the growing importance of personalisation and real-time optimisation in the industry. This study then conceptualised how AI solutions address these challenges in hospitality and management contexts. Findings The findings highlight AI’s potential to optimise sensory cues, ensure internal validity in congruence studies, enhance the study of multi-sensory cues in digital environments, accurately measure consumer perceptions, decode subconscious sensory experiences and dynamically adjust sensory stimulation to avoid overload. Originality/value This study proposes research propositions and future research avenues, emphasising the opportunities for developing innovative strategies that enhance consumers’ experiences and operational efficiencies in the hospitality sector by integrating SM and AI.