New approaches for Innovative tourism promotion among artificial intelligence and metaverse

The paper addresses an important overview regarding the use of artificial in­telligence and metaverse aimed at innovative tourism promotion. In particular, the case studies of the Realverso are addressed, a metaverse of sustainability, winner of the national Top of the PID 2023 award in the Tourism category, and practical examples of the use of artificial intelligence, with particular focus on the generation of dreamlike editorial content for storytelling through artificial intelligence according to the HITL (Human in the Loop) paradigm and for the accessibility of contents through the Brainfriend approach.