Beating AI hands Down in the Travel Industry REalm

By: Susan Sherren for Couture Trips
Published: June 19, 2023  3:08 PM CST

Photo credit: A. Solano

​Artificial intelligence is just that- artificial. We often foolishly embrace enhanced and new technology at warp speed. We must understand the long-term implications before applying the blanket approach to its implementation. AI has profound benefits in some sectors, such as healthcare. Researchers are using AI to develop better treatment modalities that will extend life which will benefit us all. But it isn't brilliant to think AI will aid us in every sector.

Have we used AI to obtain some information for our clients? The answer is yes, but you actually need a human to decipher and determine whether the information is valuable and accurate and how the data can be applied, in this case, to the travel context. 

A few weeks ago, I asked my AI GPT Chat App to generate a Barcelona, Spain, 7-day itinerary. The results were sterile, straightforward, and bland. I have been in Barcelona multiple times and have professional suppliers we collaborate with that deliver far beyond what AI provides. The restaurant recommendations were acceptable but, once again, were typical, as expected, and omitted some Catalonian musts. 

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