Generative Artificial Intelligence (GAI) has brought revolutionary changes to the world, enabling businesses to create new experiences by combining virtual and physical worlds. As the use of GAI grows along with the Metaverse, it is explored by academics, researchers, and industry communities for its endless possibilities. From ChatGPT by OpenAI to Bard AI by Google, GAI is a leading technology in physical and virtual business platforms. This paper focuses on GAI’s economic and societal impact and the challenges it poses. Businesses must rethink their operations and strategies to create hybrid physical and virtual experiences using GAI. This study proposes a framework that can help business managers develop effective strategies to enhance their operations. It analyzes the initial applications of GAI in multiple sectors to promote the development of future customer solutions and explores how GAI can help businesses create new value propositions and experiences for their customers, and the possibilities of digital communication and information technology. A research agenda is proposed for developing GAI for business management to enhance organizational efficiency. The results highlight a healthy conversation on the potential of GAI in various business sectors to improve customer experience.

In this research article, we aim to study the proposed role of human–machine interactive (HMI) technologies, including both artificial intelligence (AI) and virtual reality (VR)-enabled applications, for the post-COVID-19 revival of the already depleted tourism industry in Vietnam’s major tourist destination and business hub of Ho Chi Minh City. The researchers aim to gather practical knowledge regarding tourists’ intentions for such service enhancements, which may drive the sector to adopt a better conclusive growth pattern in post-COVID-19 times. In this study, we attempt to focus on travelers who look for paramount safety with the assurance of empathetic, personalized care in post-COVID-19 times. In the current study, the authors employ structural equation modeling to evaluate the intentions of tourists both structurally and empirically for destination tourism with data collected from tourists with previous exposure to various kinds of these devices. The study shows that human–machine interactive devices are integrating AI and VR and have a significant effect on overall service quality, leading to tourist satisfaction and loyalty. The use of such social interactive gadgets within tourism and mostly in hospitality services requires an organization to make a commitment to futuristic technologies, along with building value by enriching service quality expectations among fearful tourists. This research shows that tourists mainly focus on the use of such HMI devices from the perspective of technology acceptance factors, qualitative value-enhancing service and trustworthy information-sharing mechanisms. The concept of the tour bubble framework is also discussed in detail. The analysis of this discussion gives us a more profound understanding of the novel opportunities which various administrative agencies may benefit from to position these devices better in smart, sustainable destination tourism strategies for the future so that, collectively, service 5.0 with HMI devices can possibly bring back tourism from being disintegrated. Such service applications are the new social innovations leading to sustainable service and a sophisticated experience for all tourists.

The topic of corporate social responsibility is currently very up-to-date and is gradually becoming the focus of stakeholder’s attention, mainly consumers. Especially, one generation of consumers, Millennials, is considered to be the driving force behind the demand for socially responsible brands and products. The key factor to achieve the positive attitudes of Millennials towards the socially responsible brand is the appropriate communication targeted particularly on this segment. The article is aimed on Millennials as a target segment of socially responsible communication within the business strategy and the determination of the most efficient tools of socially responsible communication with Millennials. This includes the literature review on the issue and analysis focused on the perception of socially responsible communication by Millennials. The secondary data for the analysis were obtained from scientific researches, statistical tables and published professional publications. In order to determine the most efficient tools of socially responsible communication, a questionnaire survey was conducted among Millennials. Based on this, measures for the efficient implementation of socially responsible communication with Millennials are proposed, and its benefits are highlighted, such as strengthening the company's image, improving its reputation, building customer relationships and gaining the customers loyalty to the socially responsible brand.

This research discusses the role of Web 4.0 and 5.0 devices on the commercial sustainability for tourism in Ho Chi Minh City (HCMC), Vietnam. The study adopts a tourist perspective regarding the future implementation of Web 4.0 and 5.0 devices, focusing on the service quality of various tourism-associated services and assessing, in return, the extent to which the overall satisfaction and long-term patronage of tourists is affected. Usually, researchers conduct this test in various popular establishments where devices are intended for experimental use and tourists are supposed to have previous exposure to them, so that their perceptual thinking regarding the service quality of these devices can be studied. The tourists act as respondents for various establishments. We also asked subjective questions in a short interview to 10 professionals working in these establishments, which helped us in the quantitative survey process. As a mixed method study, it has covered both quantitative and qualitative aspects of the items and provided a holistic result. The results indicated that Web 4.0 and 5.0, along with the service quality offered by personnel working in the establishments, showed significant variance in holistic service evaluation for tourist satisfaction and loyalty. Very few service quality factors had a distinct variance in the output. After using a regression analysis for Web 4.0 and 5.0 devices and service quality, we found that Web 4.0 and 5.0 showed insignificant negative results. This study contributes to the incremental research on Web 1.0 to 5.0, specifically detailing how it affects tourists’ satisfaction and patronage. Moreover, from a management point of view, this study can help solve the financial riddle of various establishments in HCMCs tourism ecosystem for optimum fund management and better productivity.

In this paper, we examine the role of artificial intelligence (AI) in sovereignty and carbon neutrality, emphasizing digital inclusion and climate-resilient AI strategies for emerging markets. Considering the previous studies on AI for carbon neutrality and digital inclusion for climate research along with technology policy frameworks as a guide, this paper undertakes Partial Least Squares Structural Equation Modelling (PLS-SEM) with AI strategies and carbon neutrality outcomes. At the same time, fuzzy-set Qualitative Comparative Analysis (fsQCA) is used to reveal different configurations leading to achieving climate resilience. The model covers various aspects of AI-enabled policy, including technology adoption, policy frameworks, digital literacy, and public engagement. Survey data were collected from key stakeholders in climate policy, technology sectors, and local communities using a structured survey to understand their attitudes towards negative emissions technologies from prominent experts in emerging countries like Vietnam, Italy, Malaysia, and Greece. PLS-SEM results reveal the importance of AI in developing carbon neutrality, a critical AI strategic dimension (Data analytics capability and policy support). Some aspects of the fsQCA findings present heterogeneous outcomes, highlighting complex combinations of digital inclusion, AI adoption, and climate resilience which are industry-specific. This study would further enrich the literature concerning climate strategies by exploring AI, digital inclusion, and carbon neutrality interactions. Theoretically, practical and enriching suggestions for future research are derived to help AI intelligence infuse sustainable climate actions.