Where AI meets true hospitality.
The industry standard for sustainable and responsible use of AI in hospitality.
Where AI meets true hospitality.
Four promises for clarity, understanding, safety, orientation
The most sensitive data in your business stays safe — compliant with the EU AI Act, GDPR and the Swiss FADP, with clear rules and responsibilities.
Learn more →From the front desk to management, the team learns to use AI safely — provable competence.
Learn more →A visible seal, a QR explainer page and a public directory: guests know their data is in good hands.
Learn more →Three levels — Aware, Ready, Expert. A seal of quality with great internal value.
Learn more →
The foundation: rules, responsibilities and transparent basics for using AI.
The build-out: the whole team is trained, from the front office to management.
The summit: the business uses AI responsibly & sustainably - an example for the industry.
From 2027Know that their data is handled with care.
Learn to use AI safely. The certificate is theirs to keep.
Clear guardrails instead of improvisation. And proof that counts.
Know that processes and data are in good hands.
See documented competence and compliance in practice.
Have your business awarded the SMART AI seal of quality.
Nine building blocks accompany the path. Users learn on the job, superusers go deeper and help others, AI leaders lead — with coaching four times a year.
Compact video lessons with quizzes and a certificate, from the basics to safe use in front of the guest.
Facilitated sessions on site: real use cases from reception, restaurant, housekeeping, spa and events.
The starting point: where does your team stand today? Collected anonymously, evaluated clearly, directly comparable.
30 minutes of exchange, Mon–Fri. Tools, questions, lightbulb moments. Open to everyone.
Relevant updates on the EU AI Act, GDPR and the Swiss FADP, translated into plain language.
Try things out without risk: vetted tools and templates for everyday operations.
All approved AI tools in one place — with purpose, status and owners.
Clear rules for using AI — documented in plain language and always at hand.
Transparent info for guests: a QR explainer page and notices that build trust.
A short, guided check compares ChatGPT, Gemini, Copilot and Claude — with current prices, tailored to the size of your business.
Our partner networks make SMART AI accessible to their member businesses and clients, and support a responsible hospitality industry.
«A hospitality industry that uses AI without losing its humanity — and guests who trust it for exactly that reason.»
For every business that uses AI, more and more regulatory requirements become relevant. Both the EU and Swiss data protection laws and the EU AI Act create an increasingly complex landscape. Provable competence and transparency towards guests are becoming ever more important. SMART AI supports both — documented and verifiable.
The EU General Data Protection Regulation: protecting personal data for every business that processes guest data.
View the legal text SwitzerlandThe revised Swiss Federal Act on Data Protection — binding for every business in Switzerland.
View the legal text EUThe EU AI Regulation: requires provable competence and transparency when using AI.
View the legal textManageable. That is the core of SMART AI. Short learning units that fit between two check-ins, online practice rounds, everything at the team's pace. There is no project that brings daily operations to a halt.
The annual investment depends on the size of the business.
S (1-20 employees) – from CHF 1,900
M (21-50 employees) – from CHF 3,500
L (51+ employees) – from CHF 4,100
We make sure of that: every seal carries a QR code that takes guests to a simple, non-technical explanation page: what the seal promises, in everyday language. On top of that, the public directory lets anyone verify a business.
Quite the opposite: Aware is built for exactly this start. The AI readiness check first shows where your team stands. Training then begins at the foundation, not at prior knowledge.
SMART AI lets you document all the fundamentals around Article 4 (AI competence) and 50 (transparency) in an auditable way. The governance radar keeps you informed of changes. SMART AI does not guarantee legal certainty.
The seal is re-awarded every year and carries the year of the respective award. That keeps it a living standard rather than a one-off stamp. With ongoing AI leader coaching and the governance radar, your business stays permanently up to date.
The personal certificate belongs to the individual and stays valid when they move on. Real added value for the team. For the business what counts is the overall level: new employees complete the training as part of their onboarding programme.
SMART AI is a programme by AIdvisors GmbH, specialists for responsible AI in hospitality.
The articles are currently published in German.
Who needs AI competence, what it means in practice, and how to document it — Article 4, question by question.
Chatbot notices, deepfakes and labelling: when and how AI use must be disclosed to guests.
Why the EU AI Act applies even without an EU location — the effects principle, explained for Swiss businesses.