Artificial intelligence (AI) is a disruptive new technology that is making headlines around the world. The tourism sector has not escaped this frenzy, perceiving its potential to optimise the customer journey from A to Z while modernising the way it works. From the booking process to marketing campaigns, this tool is revolutionising the entire sector, which is still in the midst of a digital transition. The industry is banking heavily on generative AI, which, according to McKinsey, is expected to generate between $180 and $300 billion in additional annual revenue for the travel industry.
Artificial intelligence has a growing following No sooner developed than adopted. This seems to be the message of numerous studies on the relationship between tourists and artificial intelligence (AI). It’s an invention that has become part of their daily lives, and one that they are comfortable…