AI has emerged as a transformative force in intangible cultural heritage (ICH), revolutionizing representation, safeguarding, and repositioning. By harnessing data analytics and machine learning, AI creates rich cultural expressions, digitizing content, transcribing traditions, translating texts, and preserving knowledge systems. AI-driven applications play a pivotal role in safeguarding ICH, ensuring its longevity by archiving and categorizing artifacts for easier access and preservation, including the recognition and preservation of endangered languages and traditional knowledge systems. Additionally, AI promotes ICH globally, transcending geographical boundaries through social media, virtual exhibitions, and interactive applications, while immersive experiences like VR and AR enrich engagements with cultural landscapes and rituals. These AI-powered encounters foster appreciation and understanding of cultural diversity, creating meaningful connections between audiences and intangible heritage. However, the ethical implementation of AI is paramount to respect cultural sensitivities, informed consent, and data privacy, thus avoiding exploitation and misrepresentation. By responsibly embracing AI’s potential, we can celebrate, protect, and revitalize the wealth of human cultural expressions, preserving the essence of humanity’s cultural identity for generations to come.