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This paper aims to a systematic literature review followed by a critical synthesis to unveil the underlying knowledge that shapes our understanding of festivals in the digital era. Findings reveal a diverse range of digital applications, such as social media, virtual technologies and event apps, used in festival contexts. Analysis also highlights the digital-influenced experiences of various stakeholders involved, particularly concerning brand, place, destination image and cocreation. The study emphasises the pressing need to investigate the role of generative artificial intelligence-based applications in festivals, pinpointing areas ripe for research such as representation and authenticity, community engagement and participation, memories and storytelling, as well as power and accessibility. By demonstrating how digital technologies intersect with festivity, this research opens new avenues for exploring the dynamic relationship between technology and cultural expression, advocating for a deeper understanding of their integration in the digital age.