The paper examines the impact of artificial intelligence on the satisfaction and loyalty of hotel guests in the Republic of Serbia. More specifically, the influence of chatbots as an aspect of the application of artificial intelligence in hotels in the Republic of Serbia was examined. The research was conducted on a sample of 235 guests during the year 2024. The results show that the application of AI has a great impact on the loyalty and satisfaction of hotel guests. The implication of this is that hotels should work to maximize the exploitation of AI capabilities.