AMBIT Cluster, CETT and Sciling publish a report on the uses and challenges of this technology in hospitality spaces.

Generative artificial intelligence is rapidly transforming numerous sectors, and Hospitality Design is already beginning to incorporate its potential. However, growing interest in this technology is not always accompanied by clear adoption criteria. Which applications add value, at which stages of the process they can be useful, and what limitations should be considered are some of the questions currently being raised in the sector.

To address this scenario, AMBIT Cluster, CETT Barcelona School of Tourism, Hospitality and Gastronomy, and AI boutique Sciling have developed the report Generative AI Trends in Hospitality Design through a joint research process.

The document was presented on October 23 at the AI Interiors Forum, held as part of interi-off, to professionals across the entire habitat value chain.

The report provides a practical and rigorous framework to guide the adoption of generative AI in the sector. Based on empirical research, technology assessment and sector analysis, it helps identify opportunities, prioritise initiatives and assess the maturity level of different applications. Its core brings together 25 use cases organised around four innovation drivers and tailored to different professional profiles: habitat product brands, design studios and hospitality space managers.

The objective is clear: to support a strategic, informed and decision-oriented approach to integrating generative AI.

A collaboration between sector expertise, research and technological application

The publication is the result of a collaboration that combines applied experience, academic knowledge and technological vision. AMBIT, as a habitat cluster, has driven the project by connecting designers, manufacturers and space managers. CETT has contributed its research expertise and specialisation in tourism and hospitality, strengthening the methodological robustness of the work. Sciling, for its part, has translated generative AI capabilities into concrete use cases, assessing their technical and operational feasibility.

The research was carried out through exploratory surveys, four focus groups with industry professionals, academic review and detailed analysis of technological applications. This mixed methodology has made it possible to distinguish which use cases are already viable, which are in an emerging stage, and which can deliver the greatest value in the short and medium term.

Four innovation drivers to rethink hospitality design

The report structures the most relevant generative AI applications around four major innovation drivers:

• Tailored experiences, focused on adapting services and environments to users’ preferences and emotions
• Connected communication, aimed at turning spaces into active channels capable of conveying identity, generating content and reinforcing brand storytelling
• Smart customer management, focused on transforming fragmented data into actionable insights to improve both operations and space design
• Operational sustainability, aimed at optimising resources, reducing impact and designing more efficient strategies without compromising the experience

Each of these drivers translates into specific trends depending on the professional profile analysed, distinguishing between space managers, design studios and habitat product brands. For each trend, between two and four case studies are presented, showing how the same technological opportunity can be activated differently depending on the role, operational context or stage of the process.

A look at the future of space design and management

In addition to current applications, the report includes a forward-looking perspective on how generative AI may transform the design, manufacturing and management of spaces in the coming years.

The analysis points to a more adaptable, personalised and wellbeing-oriented hospitality model, where more accessible working environments —such as no-code platforms, conversational assistants or intelligent design tools— will enable more professionals to work with AI without requiring advanced technical knowledge.

The document also highlights the importance of advancing ethical frameworks and contextualised models that allow for responsible, secure and value-aligned integration within the sector.