Nowadays, the hotel industry is facing major challenges. Also, the emergence of innovative consumers has made it important to use new technologies such as artificial intelligence. According to this, the purpose of this research was to investigate the role of artificial intelligence in improving the hotel service quality with the mediating role of consumer innovativeness. The type of research was applied in terms of purpose and descriptive-correlational in terms of the nature of method. The statistical population was the tourists who stayed in the hotels of Sareyn city. Simple random sampling method was used for sampling and Cochran's formula was used to select the sample size. Due to the infinity of the statistical population, the sample size was 384 people. Collection of required data using three standard questionnaires was performed. Validity was assessed using confirmatory factor analysis and reliability was assessed by Cronbach’s alpha. Data analysis was done with structural equation modeling method and with the help of SPSS 26 and Smart-PLS 3 software. According to the research findings, artificial intelligence on hotel service quality, artificial intelligence on consumer innovativeness and consumer innovativeness on hotel service quality, has a positive and significant effect. Also, consumer innovativeness plays a mediating role in the relationship between artificial intelligence and hotel service quality. The findings of this research can be effective in the movement of hotels towards the implementation of artificial intelligence and attracting innovative consumers and finally improving the quality of their services.