Nearly three quarters of hospitality leaders expect to implement artificial intelligence (AI) solutions in the next 12 months, according to a new industry survey, despite low business confidence and financial pressures.According to the Business Confidence Survey from CGA by NIQ and Sona, based on responses from leaders at more than 13,000 hospitality venues, 72% were likely to introduce AI technology within a year.
More than half of respondents (58%) said AI would bring positive change to the sector, while 8% disagreed.
The current use of AI is concentrated in data and marketing functions, according to the survey. Some 49% of leaders said AI was being used for data-related tasks such as sales forecasting and reporting, while 47% reported using it to create marketing materials. Significant numbers also said it was being used for reports (45%) and emails (43%).
Adoption was found to be much lower in other operational areas. Just over a quarter of leaders said AI was being used for staff shift scheduling (27%), marketing strategy (27%) and human resources functions (27%), while only 12% reported use in stock optimisation.
Only 26% of leaders said their business was equipped to implement AI solutions at scale. The figure was higher among independent businesses, at 51%, where access to technology and specialist knowledge is often more limited.
The survey suggests that financial pressure is limiting wider adoption. More than half of leaders, 53%, said they had cancelled some investment plans this year, and only 26% said they felt optimistic about their business prospects over the next 12 months.
Rising costs, including labour, energy, food and drink, alongside recent increases in business rates and the national minimum wage, have forced operators to make difficult spending decisions.
The research also points to a need for greater education around AI. While 76% of leaders said they understood more about AI solutions than a year ago, most knowledge had been gained through online research (47%) or technology providers (37%). Other sources, such as staff champions (27%), consultants (27%) and trade shows (12%), were used less frequently.
The findings suggest hospitality businesses may face a skills gap as they look to expand their use of AI, with scope to develop internal expertise to support adoption in the coming years.
Karl Chessell, director – hospitality operators and food, EMEA at CGA by NIQ, said: “AI can drive dramatic improvements in productivity across hospitality, and this survey shows how leaders are increasingly aware of its benefits. However, adoption is far from universal, and the use of AI solutions has tended to be piecemeal rather than strategic.
“There are sound reasons for that, with pressure on sales and profits compromising investment in technology and a shortage of confidence holding back deployment. But freeing up spending and education – from technology partners and in-house experts in particular – will be the two keys to unlocking the advantages of AI in 2026, and they will need to be priorities for businesses that don’t want to risk being left behind.”
Paul Watson, VP of hospitality at Sona, added: “The research demonstrates that hospitality leaders are eager to embrace AI. By making AI practical and accessible, operators unlock efficiencies in scheduling, communication and compliance, so they can focus on what matters most – delivering great guest experiences and supporting their teams.
“With the right tools and training, AI can create opportunities for staff and strengthen businesses through these challenging times, particularly as we look ahead to 2026.”
