The Research and Development project will focus on AI literacy, responsible adoption guidelines, AI risk management, and the impact of artificial intelligence on the guest experience and the evolving role of the General Manager
BARI, Italy – On 7 August 2026, Gianni Buonsante was formally appointed Coordinator of the “AI & Hospitality” Study and Research Commission of Fondazione ENIA – Ente Nazionale per l’Intelligenza Artificiale ETS.
The appointment, formalised by Fondazione ENIA President Valeria Lazzaroli, entrusts Buonsante with the coordination of a Research and Development project dedicated to the application of artificial intelligence across hospitality, tourism and related services.
The initiative aims to promote research, models, methodologies, experimentation, educational activities and innovative projects designed to support businesses, managers and professionals in the responsible and informed adoption of AI.
The project may include applied research, AI governance, organisational innovation, AI risk management models, specialist training, operational guidelines, use-case analysis, scientific and educational publications, and national and international networking initiatives.
Initial areas of focus will include:
- AI literacy for managers, professionals and operational staff;
- the development of guidelines for the responsible adoption of artificial intelligence;
- the creation of AI risk management models applicable to hospitality and tourism;
- the impact of AI on the guest experience and service personalisation;
- the evolving role of the General Manager and the capabilities required to lead organisations that increasingly integrate intelligent systems.
The Commission’s institutional remit will encompass the wider hospitality, tourism and related-services ecosystem. Particular attention will be given to environments in which technology, reputation, data, operational processes and the quality of human interaction must coexist within a single, coherent experience.
“I accept this appointment with enthusiasm and a strong sense of responsibility. Artificial intelligence can improve decision-making, efficiency, personalisation and process quality, but within hospitality it must be introduced with the right capabilities, clear rules and consistent human oversight,” said Gianni Buonsante.
“The challenge is not to adopt as many tools as possible, but to understand where AI can create genuine value, which risks must be managed and which aspects of the experience must remain profoundly human. Our aim will be to turn discussion around artificial intelligence into methods, guidelines, use cases and training programmes that can provide practical value to businesses, managers and hospitality professionals.”
Hospitality as a Laboratory for Artificial Intelligence
Hospitality is one of the most significant environments in which to observe the organisational impact of artificial intelligence. Within a single hotel ecosystem, communication, reputation, distribution, data management, personalisation, revenue management, operational processes, security, staff development and the guest relationship must all work together.
AI can support the analysis of guest requests and reviews, the creation and personalisation of content, information management, process efficiency, marketing and selected decision-making activities. At the same time, its adoption raises important questions concerning data quality and protection, output reliability, transparency, organisational accountability, information security and the preservation of guest trust.
The Commission will therefore examine artificial intelligence not merely as a technology, but as a managerial and organisational issue. Its work will connect innovation, skills, governance, risk management and experience quality, while encouraging informed dialogue among businesses, professionals, researchers, trade associations, technology providers and public institutions.
About Gianni Buonsante
Gianni Buonsante is an entrepreneur, innovator and Founder & CEO of Ingenia Direct, with more than thirty years of experience across information technology, digital communication, technology and business-process transformation.
His professional career has spanned the principal stages of digital evolution: from the computerisation of business processes and the emergence of online communication to the growth of the web and digital reputation, the development of integrated strategies, and the current impact of artificial intelligence on organisational, decision-making and relationship models.
In 2000, he founded Ingenia Direct, developing an approach that integrates digital strategy, communication, branding, technology, customer experience and innovation. His principal area of specialisation now lies at the intersection of artificial intelligence, digital strategy and luxury hospitality, with particular emphasis on connecting technology, brand identity, processes and the human value of service.
Buonsante is an ISO/IEC 42001 Lead Auditor, specialising in artificial intelligence management systems, and an ISO/IEC 27001 Lead Auditor, specialising in information security management systems. He is also an Innovation Manager certified to the UNI 11814 standard.
He completed the “No-Code AI & Machine Learning: Building Data Science Solutions” programme at the Massachusetts Institute of Technology – MIT, as well as the Certificate Program in Agentic AI at Johns Hopkins University, combining long-standing professional experience with continuous specialist education.
A speaker at national and international events, in March 2026 he delivered “Innovation, Leadership & AI in Luxury Hospitality” at The Dorchester in London, before an audience of more than 200 hospitality professionals from across Europe.
He is also the author of the handbook “Come affrontare il 2026 – Innovazione, cambiamento e AI da Hotel General Manager” — Facing 2026: Innovation, Change and AI from the Perspective of a Hotel General Manager — which examines the evolving role of management in the age of artificial intelligence and the need to combine innovation, accountability, sound judgement and a strong service culture.
Objectives of the Commission
Through the “AI & Hospitality” Study and Research Commission, Fondazione ENIA aims to establish a multidisciplinary environment for analysis, experimentation and informed debate concerning the application of artificial intelligence in hospitality and tourism.
The project may support the creation of shared knowledge and practical resources for the sector, contributing to the development of AI-adoption models capable of combining competitiveness, security, accountability and the quality of the guest relationship.
Its activities may also create opportunities for collaboration and networking between Italian and international organisations, encouraging the exchange of experience, professional expertise, research and good practice.
About Fondazione ENIA
Fondazione ENIA – Ente Nazionale per l’Intelligenza Artificiale ETS promotes multidisciplinary research, education, training, public engagement and dialogue on artificial intelligence. Its purpose is to encourage the informed and responsible development of AI in support of economic growth, security, knowledge and social value.
About Ingenia Direct
Founded by Gianni Buonsante in 2000, Ingenia Direct operates across digital communication, strategy, branding, technology and innovation. The company supports businesses and organisations in developing coherent digital ecosystems by integrating content, processes, customer experience and artificial intelligence.
Within hospitality and luxury, Ingenia Direct promotes an approach centred on the integration of technology, identity, reputation and the quality of human experience.
Press Contact
Ingenia Direct
Gianni Buonsante – Founder & CEO
Coordinator, “AI & Hospitality” Study and Research Commission
Fondazione ENIA – Ente Nazionale per l’Intelligenza Artificiale ETS
Email: hello@ingeniadirect.com
Telephone: +39 080 4959530
Website: www.ingeniadirect.com
