This study aims to analyse and understand perceptions of artificial intelligence and its use in the South Tyrolean hospitality sector, with particular attention to the different organizational roles held by employees. To this end, 44 semi-structured interviews were conducted, involving both managerial staff and employees in non-managerial positions. This approach allowed for the collection of a broad and diverse range of perspectives. Data analysis was carried out using a qualitative approach, deemed the most suitable for exploring personal perceptions and experiences. The NVivo software was used to support data processing and organization, facilitating the identification of recurring themes and differences between the groups analysed. The results highlight significant differences in familiarity with artificial intelligence. Managers, in particular, demonstrate a greater understanding of the topic, often illustrated with concrete examples of artificial intelligence usage within their establishments. Moreover, they tend to have a more positive outlook, perceiving the benefits of artificial intelligence as outweighing the associated costs. Interestingly, both groups identified the current staff shortage as a strong incentive for adopting artificial intelligence, which is seen as a potential solution to this challenge. At the same time, they recognize the lack of specific skills among employees as one of the main barriers to effective AI implementation, which in turn impacts the availability of qualified personnel.