Using automated services based on artificial intelligence (AI) has recently witnessed a tremendous leap across various industries. Terminologies such as digital transformation, artificial intelligence, automated service, and smart tourism are used interchangeably to describe hospitality and tourism services development. While the implementation of intelligent automation in the tourism and hospitality industry is increasing nowadays, Halal Tourism still needs more investigations. Therefore, the aim of this study is to explore how AI can be used to ameliorate the Muslim tourism experience during the tour-ism journey. This conceptual paper investigates AI's role in every phase of the tourism journey: planning phase, staying phase, and evaluation phase to highlight how destination marketers can utilize these technologies to intro-duce a perfect tourism experience. The implications of this study appear the-oretically and practically. This conceptual paper tried to fill the gap related to AI research in Halal tourism, which is very limited, besides providing an overview of how AI can be used professionally in the tourism and hospitality industry. Future researches have been discussed.