MUHAMMAD KASHIF; ADIL HASSAN; MUHAMMAD ESSA KHAN; LUQMAN SAID; ABDUL MUSAWIR. ARTIFICIAL INTELLIGENCE IN ENHANCING TRAVEL ASSISTANCE AND CUSTOMER EXPERIENCE: INSIGHTS FROM THE TOURISM INDUSTRY IN NORTHERN PAKISTAN. Journal of Management Science Research Review, [S. l.], v. 4, n. 4, p. 731–760, 2025. Disponível em: https://jmsrr.com/index.php/Journal/article/view/221. Acesso em: 18 nov. 2025.