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Breakup Letter Financial Issue. Breakup Letter Gold Digger. Tuyen, J. Kim, J. Jung, T. Vo eds. But, tourists often feel anxious about the unknown when traveling to unfamiliar destinations [4]. Thus, this process needs solutions to help them achieve correlation to get close to cultural norms, bypass security checkpoints, or even use payment methods in currencies.

In addition, support methods are also considered, in times of disasters such as natural disasters or terrorist attacks, because tourists are generally not prepared to react [5;7].

Now that the COVID pandemic has spread around the world, the fear factor af- fecting human psychology will continue. As a result, service industries that depend on direct human interaction have been greatly affected.

Many experts believe that it will take nearly months to stimulate demand again of the restaurant, hotel, airlines, etc.

Domestic tourism may return slowly due to the willingness to spend of the tourists. Even tourism for international visitors needs a more detailed plan and depends on the immigration policy of each country. Thus, with tourist destinations, Vietnam is also one of the tourist destinations that are affected, affecting Vietnam's GDP [14]. Because of health concerns and risks, tourists will also raise skepticism about the safety of services in their minds.

Therefore, the tourism industry will have to find business innovations to be able to survive. Solving this problem requires a lot of digital transformation of services in the tourism industry. Then, the entire tourism industry ecosystem can create trust and safety in the minds of tourists. This strategy will make the entire ecosystem of smart tourism sustainable and innovative [14]. This study aims to understand innovation in the fourth industrial revolution with artificial intelligence.

And its contribution to innovation by creating value in line with constraints during and after the Covid pandemic. According to the OSLO manual , business innovation change the firm's products product innovation , Innovations change the firm's business processes business process innovation. Managers can combine different types of in- novation bundled innovations according to appropriate objectives to create business efficiency [9].

Therefore, firms choose the types of innovation according to the purpose of development. Dif- ferent methods of product innovation or business process innovation, or combine them to bring customers the new value created by the enterprise's comprehensive innovation process.

Then, the perception of the value that customers feel satisfied with will guide the company's innovation [8]. Besides, AI is still being advocated for growth, and it has a lot of potentials to apply to many types of innovative business activities.

AI has put technology at the heart of organiza- tions, and AI is being embedded in every device and innovation program across differ- ent industries. In fact, technology can free workers from some unsafe tasks during the Covid pandemic while also helping them improve services and assist in creating a sense of security for tourists.

In Vietnam, many innovative applications or devices are being used; even self-driving has the first version introduced by a Vietnamese company designed and manufactured. However, some studies show that AI technology is only being developed in a few regions of the world.

This creates an "AI divide," reinforcing inequalities in social, economic, and cultural sectors. Meanwhile, the participants in the tourism industry are globally connected because the number of international visitors brought to the locality is creating a tourism ecosystem with a significant source of revenue. Many countries support the development of AI in the field of smart tourism. Its direction for Vietnamese businesses also needs innovative thinking with new methods to connect.

It is also something that needs to be done quickly. Table 1. Information Communication Technology and Smart Tourism [12]. AI has an important task to jointly create the context of smart tourism, which is to participate in awareness, process automation, and insights.

So during travel, technology will help tourists with the unknown with the local cultural environment, along with language exchange applications that will reduce anxiety and fear. Furthermore, technology will allow customers to receive the best services [3]. In the COVID period and beyond, automation technology and immense AI capa- bilities have enabled Human-Machine Interoperable Devices HMIs to deliver differ- entiated experiences that help tourism establishments create sustainable value in the tourism industry.

HMIs influences the tourism industry by providing a service where travelers have to serve themselves more with the help of HMIs to co-create a safe, hy- gienic service experience. In addition, tourists use HMIs from the point of view of ac- cepting technology and services to enhance the value of quality and reliable infor- mation-sharing mechanisms [14].

VR is most likely used as a virtual imaging tool to create human travel experiences during and even after the pan- demic [11]. In addition, mobile technology has contributed to enhancing the user expe- rience with "Augmented Reality" AR , which is used in many cases.

The tourism can apply AI in location-based interactive services and the customiza- tion ability of Robotic and Chatbot to provide information about tourist attractions and promoting tourist attractions by analyzing GPS and shopping data.

In addition, provid- ing instant language translation to assist tourists in obtaining tourist information or im- age recognition can enhance the rich content information of a tourist destination. AI can enhance the travel experience by automatically marking photos with location information and automatically creating photo books. In addition, travelers can upload and share photos to group social networks to promote travel experiences with family and friends. Besides, AI can also recall memories, enhance tourists' travel experiences, and help them build their image and status on social networks [12].

Figure 1 is an illustrative example. AI will also generate intelligent predictions and make appropriate recommendations following individual requirements, but the trans- action costs are more reasonable. As a result, the travel experiences are personalized to be tailored entirely to the needs and preferences of tourists [3]. Moreover, firms using AI can better understand their customers' financial capabili- ties and requirements from the point of view.

From there, they can design products, services, and experiences that are more tailored to the needs of their customers. At the same time, thanks to the help of technology, firms will significantly reduce overall op- erating costs. Thus, it will help firms provide services at a more reasonable price, trans- late into profits, and transfer as part of the cost reduction to customers [3].

And as soon as hotels reopen, they must also implement hygiene, health, and safety procedures to keep guests and staff safe. Technologies that use AI by automating processes and services will serve as a potential platform for users to increase the rate of information application in decision-making in real-time and in current contexts.

Expectations for AI adoption to impact the services provided and supported business processes are substantial in service industries. AI applications impact information processing and operations management, research and development, finance and accounting, supply chain management, strategy, sales, marketing, and customer service. They also always expect AI to contribute to innovative business models with efficient user-centric services [2]. Artificial Intelligence AI will help firms and organizations transform innovation.

To respond to rapid technological advances and realign human resources, AI can force firms to restructure the entire innovation approach [13]. In addition, innovation will provide new initiatives and innovative changes in products and services in the tourism industry. However, these innovations must also make it possible to promote tourism with something new. At the same time, intelligent technologies also attract and engage tourists in creating tourism experiences as a co- creating component of that experience value [13].

As the novelties of digitalization became the norm, more automated service was provided, by Human-Machine Interoperable Devices HMIs , with personalized service delivery capabilities.