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Artificial Intelligence in travel
What is Artificial Intelligence?
Artificial Intelligence (AI) encompasses a range of technologies that enable computers to perform a wide array of advanced tasks, from basic machine learning to deep learning, reinforcement learning, generative AI, and agentic AI. These tasks include the ability to perceive the environment, comprehend, and translate spoken and written language, analyze data, provide recommendations and take actions.
AI simulates human intelligence in machines, enabling them to think, learn, and solve problems. This allows systems to perform functions that usually require human intelligence, such as recognizing patterns, learning from experiences, and taking actions.
Generative Artificial Intelligence, or Generative AI, is a subset of AI that focuses on creating original content. This can include generating text, images, voice, video, or other data based on given prompts.
Examples of AI applications include speech recognition systems, recommendation engines, and autonomous driving technologies.
Agentic AI refers to the fields focused on AI Agents – systems capable of acting independently or in collaboration with other AI agents or with humans. These agents vary on complexity and autonomy.
What is the potential impact of artificial intelligence on travel?
Artificial intelligence has the potential to transform travel at every stage of the journey, meaning each solution, platform, or technology could be impacted. This is not an incremental change – it is a potentially revolutionary one.
Technology experts within the travel sector see a wide range of use cases for Generative AI, with relatively equal weighting given to each. These include personalized travel recommendations and itineraries, improved customer service through advanced chatbots, and targeted advertisements.
Are there any risks related to the use of Generative AI in travel?
Alongside the excitement of Generative AI, it’s important to recognize some of the potential concerns around the use of this technology. For example, the generation and proliferation of false information. Other risks include the potential for Generative AI use resulting in bias and discrimination. There is also the risk of unintended sharing of sensitive data, while we must watch for any potential hallucinations (a confident response by a Generative AI that is not based on verified source data) in any created content, as well as cybersecurity risks.
There must be guardrails for safe use of Generative AI. For example, Amadeus’ Artificial Intelligence Ethics Principles can ensure Artificial Intelligence technology is designed ethically, transparently and for responsible use.
Benefits
What are the benefits of Artificial Intelligence for travel?
The impact will be felt throughout the whole traveler experience.
The planning phase will be enhanced as Generative AI can create inspirational, traveler-centric search and shopping experiences. New tools will have the ability to search for, summarize and present information in newly accessible ways, driving up demand and lowering customer acquisition costs. Stakeholders will have deeper insight than ever before into the motivations and actions of a traveler.
Travelers will see their needs met in more intuitive and personalized ways. Vivid content can be adapted to what the traveler is looking for, while conversational Generative AI chatbots can be used to ask the right questions to understand the traveler preferences. Disruptions to travel plans can be resolved faster by intelligent rebooking systems.
Generative AI will help evaluate customer sentiment and allow travel businesses to respond to online reviews, boost their online reputation, stay in contact with customers in a more meaningful way, drive repeat business and maintain traveler relationships over sustained periods.
