The world of artificial intelligence has come a long way since mathematician Alan Turing’s 1950 paper on the subject. Recent developments in generative AI are allowing machines to replicate human tasks more efficiently. Travel agencies have begun using generative AI, such as OpenAI’s ChatGPT, Google’s Bard, and Microsoft’s Bing Chat, to aid in tasks like searching the internet, itinerary creation, and marketing efforts. Although generative AI has proven to be useful, it still has limitations. There is the potential for incorrect or biased information generation, as well as integration challenges with third-party systems and data. Despite these challenges, generative AI is saving time and creating opportunities for travel advisors. It can quickly generate itineraries and curate attractions, assist with marketing, and provide information during client interactions. Scott Largay, director of marketing at Largay Travel, believes the potential for AI use in the travel industry is vast. He sees AI being implemented in marketing, content creation, business operations, and overall strategy. While generative AI provides a solid foundation, content still needs a human touch for finalization. Some agencies have partnered with companies like Approach Guides to access a content portal that showcases destinations. Generative AI can generate and refine social media posts with one click. The goal is to streamline manual processes and allow advisors to have access to personalized content for individual clients. As the travel industry explores generative AI further, it is crucial to maintain unbiased and accurate standards for content creation. The use of AI requires skillful prompting from users to yield desired results. The future of generative AI in the industry looks promising, with discussions about creating databases to deliver quick answers to clients and developing consumer-facing tools for personalized travel planning.
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