SPECIAL HOW INTELLIGENT IS AI?
AN EXPLAINER FOR THE MICE MARKET
The recent rise of AI is evident, with tech giants like ChatGPT, BARD, and ANTROP/C making headlines and expanding globally. We’ll delve into ChatGPT & AI to help Destination Management Organizations and Event Planners prepare for future changes in the travel industry.
What exactly are AI & ChatGPT?
Artificial intelligence involves the use of computers or machines to perform tasks that traditionally require human intelligence. Although the concept has been around for decades, it is only in recent times that computers and machines have become advanced and dependable enough to execute complex tasks independently.
It is widely acknowledged that businesses nowadays gather and retain huge amounts of data. This data can be utilized by machines to facilitate AI in accomplishing various tasks, such as data analysis, solving problems, translating speech, sending direct messages, and enhancing personalization throughout the customer experience. Even though there is no actual intelligence, a proficient text-prediction algorithm can create the impression that an “intelligent” being is responsible for the text it generates.
GPT, or Generative Pre-trained Transformer, is an AI model used for natural language processing tasks such as translation, completion, and text generation. It creates text that resembles human writing by using the input it has received.
AI & MICE: applicable areas
The ability of artificial intelligence to handle tasks that typically rely on human cognitive function has become highly beneficial for those in the travel industry. AI implementation can save businesses time and money while reducing the risk of human error. Additionally, AI can accomplish tasks quickly and at any time of day.
Our research found 20 business areas where AI can significantly influence effective customer interaction. Here’s our top-5:
1 – Individualize the experience
AI can analyse attendee data, including preferences, past behaviours, and social media activity, to create personalised event experiences. AI-powered chatbots can provide real-time assistance and recommendations, helping attendees navigate the event, find relevant sessions, and connect with like-minded peers.
2 – Predict by analyzing
AI-driven predictive analytics can assist event planners in making data-driven decisions. AI can help optimise event schedules, pricing, and resource allocation by analysing historical data, market trends, and attendee feedback. This ensures that events are better tailored to attendees’ needs and maximise ROI.
3 – Experience in the mix
With the rise of virtual and hybrid events, AI can enhance the online experience. AI-driven matchmaking algorithms can pair attendees with relevant sessions or virtual booths, while AI-powered chatbots can answer questions and provide networking opportunities within virtual event platforms.
4 – Take down the barriers
AI-driven language translation services can break language barriers for international conferences and events. Attendees can use AI-powered translation apps or devices to communicate seamlessly with others who speak different languages, fostering global collaboration.
5 – Manage securely
AI can optimise facility management during significant events. AI-driven systems can monitor crowd movement, detect security threats, and manage resources efficiently. For instance, AI-powered cameras can identify potential security issues and alert event organisers in real-time.
Make smart choices – An example.
Generative AI imaging algorithms could re-create the former landscape or a future one based on detailed architectural or environmental prompts. Conference attendees and tourists can now view real-time representations of a city’s rich history and possible future alongside its present state. AI systems gather historical text, image, and video data to create new and extrapolated content, allowing for immersive experiences that showcase the city’s fascinating past and potential future.
One significant contrast between AI or chatbot-generated services and human assistance is their level of flexibility. Unlike a live tour guide, automated systems cannot offer impromptu anecdotes or personalised recommendations based on lived experience.
As a result, service providers must strive to enhance the level of human interaction they offer visitors, whether through the presence of a live bike tour guide instead of a generative AI application or the availability of designated individuals who speak the same language to assist with navigating events.
Considerations
Always place technology in the proper perspective. Some things to consider:
1 – How far do you want to go?
AI-powered customer service is no longer limited to online interactions. Hotel guests can now use voice-activated room controls and receive tourist information 24/7. AI technology, like hospitality robots, is now facilitating face-to-face interactions, reducing the need for human staff.
2 – How convenient – Your personal Travel Assistant.
This year various travel companies have developed new AI initiatives, primarily focused on developing tools and interfaces and positioning them as a trusted trip companion. Amazing stuff.
3 – Mind-boggling time to market in your Marketing.
AI can help the travel industry understand how users interact with their social media channels by analysing interactions and identifying trends. Generative Marketing AI applications from Google make creating and implementing social media content easy using powerful workflow tools.
4 – Custom recognition
AI technology can personalise rewards for travel and tourism industry loyalty program members by tracking online activity, transactions, and preferences. This keeps customers satisfied and encourages repeat business.
How much of our privacy do we want to sacrifice for convenience?
This is a philosophical and ethical question about the compromised state of personal privacy due to ongoing developments.
Here are some more examples of efficiency versus privacy:
Airports:
- AI Face recognition
- Smart baggage handling
- Assisted aeroplane maintenance scheduling
- Travel disruption communication & flight forecasting
Venues:
- Detecting and preventing payment fraud
- Pricing and demand predictions
- Employee management scheduling
- AI-powered revenue management
- Flexible pricing
Some words of advice
While embracing AI, it’s essential not to let it replace the invaluable direct interaction between people, customers, employers, etc. As technology improves, it’s crucial to remember that it will always outweigh the importance of heartfelt personal relationships.
It’s important to acknowledge the significance of human interaction. In particular, the travel and MICE industry relies heavily on personal connections and exceptional customer service, which machines cannot duplicate, no matter how fast they learn.
There are constantly new companies arising offering exciting services. For instance, Chat GPT can already create tailor-made travel itineraries. Service providers can help you find the best hotels, experiences, and flights at affordable prices. These tools are quickly becoming commonplace, and one can now have a Personal Travel Assistant on a phone or laptop. We suggest exploring the AI tools available to you.