Some days, it feels like every conversation I have leads to the topic of artificial intelligence.
Sure, AI is a big deal and has a lot of potential. But how much? Nobody seems to know. AI might save the world, or it might destroy the world. It might usher in an age of record unemployment or record prosperity. Or, perhaps, it will prove to be a useful tool that makes work easier without revolutionizing life altogether.
As we navigate all this uncertainty, here are five principles I believe should guide our approach to AI in travel and tourism.
Data management is low-value work.
AI isn’t great at creativity yet, but it is great at managing, summarizing and analyzing data. In fact, it may be better than humans. This is a good thing because moving data around in spreadsheets or between software platforms is likely the lowest-value work you do. Your organization and your customers will benefit if you spend less time on data and more time on creative problem-solving. The faster you can off-load menial data work to an AI tool, the better.
Time is your most precious asset.
Time is the great equalizer. Because we all have only 24 hours in a day, it’s incumbent on all of us to use it wisely. In the context of artificial intelligence, that means taking advantage of AI tools that increase your efficiency while not chasing AI fads that turn out to be empty hype. Training an AI tool to serve you well takes a significant investment of time. Before you make that investment, be sure you’re clear on what kind of return you’ll get.
Privacy is paramount.
My greatest concern with AI isn’t about job elimination or robot armies — it’s the lack of transparency about what AI companies do with the information we give them. In all likelihood, they are using our data to both profile us and further refine their technology. If you want to do that with your own emails or tour itineraries, there’s probably little harm. But you need to be careful with your customers’ data, especially any private health or financial information they share with you. It’s best to keep that info out of AI systems so it doesn’t get compromised in the future.
Big purchases require high touch.
There’s probably a dividing line in your mind separating what kind of purchases you’re willing to make online and which you prefer to make in person. Big or emotionally significant purchases like cars or homes require in-person transactions. And I believe most people’s dream vacations fall into that category. Your clients may soon use AI to book flights and hotel rooms. But when they’re ready to take the trip of a lifetime, they will still want and need your help.
Human connection is priceless.
There’s a reason people love traveling in groups —fellow passengers often contribute as much to the enjoyment of a trip as the destinations themselves. And no matter how deeply AI impacts our world, I can’t see it diminishing the value of human connection, especially when it comes to travel. If anything, a future of robots and AI assistants will make human connection more precious. When in doubt, lean into the power of human moments.
