How will artificial intelligence affect the travel industry?

Is artificial intelligence, better known as AI, the long-awaited savior of the human race, or is it the bane of today’s fast-paced society that is always looking for a shortcut?

Although often without their knowledge or consent, consumers are affected by AI more than they realize. From healthcare to financial interactions and transportation to agriculture, AI is now playing an important role. The tourism industry is not immune from its far-reaching tentacles.

According to National Research Group (NRG), a global data and insights firm, journalists are using AI to write online travel guides, influencers are showing their followers how to plan vacations with ChatGPT 2, and everyone from small travel agencies to industry giants is actively exploring how to use these technologies to to provide a smoother, safer and more interactive digital experience for their customers.

In theory, AI-driven travel tools could be extremely helpful to consumers, helping them take the hassle out of vacation planning while offering the kind of personalized advice previously only available to those who could enable the services of a human travel agent.

But are travelers really ready to trust AI when it comes to complex tasks like booking flights and accommodation, itinerary or budget planning? And what can travel companies do to ensure that the tools they build today are more than just a novelty and instead have a real impact on their users’ travel experiences?

Consumers are certainly open to using AI to assist with activities they consider a fun part of travel. For example, 39% said they would be interested in getting recommendations for attractions to visit from AI, while 36% would consider using AI to learn about local dining options. But in these types of use cases, it’s important that users feel like they’re still in the metaphorical driver’s seat.

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