This article introduces a framework for optimizing managerial decisions through a process/flow thinking approach, incorporating the impact of AI-human socialization in a tourism organizational context. It reflects the transformative nature of hybrid interactions shaped by human-AI socialization process. Despite AI’s expansion across industries, research on its social integration in tourism remains limited. This study critically reviews sociotechnical systems theory and applies a continuous socio-technological transformation approach to tourism organizations. The proposed framework conceptualizes decision-making in a human-agentic AI hybrid system via implementation of Intelligent Choice Architectures, emphasizing teamwork, trust-building, and legitimacy. An example case on pricing optimization illustrates the framework’s applicability, demonstrating how AI can enhance decision-making in tourism, while streamlining allocation of resources across the human-AI hybrid system.