Ezequiel García (Segittur): "AI offers great opportunities, but also poses ethical challenges"

How is artificial intelligence being applied to tourism?

Artificial Intelligence is revolutionising the tourism sector, both from the point of view of companies, tourists and destination management, although the latter is progressing a little slower.

Tourist apps include automated and personalised audio guides or virtual travel and customer service assistants. For destinations, AI enables data analysis to optimise management, as well as crisis management and social media security. Finally, for the company, thanks to the implementation of AI algorithms, prices can be adjusted according to demand and inventories and logistics can be managed, among other things.

What other advantages does AI have for tourists?

AI offers benefits for tourists, as it helps to improve the customer experience by providing more personalised offers based on interests and preferences, which contributes to a more satisfactory outcome. In addition, interactive processes at airports, hotels and other services are streamlined, which in turn improves the comfort and security of the traveller.

What changes are likely to be brought about for businesses in the tourism industry?

Firstly, AI offers great opportunities for companies, but also ethical challenges, so it is crucial that they prepare to take advantage of this technology by addressing its implications in a responsible manner. Among the most important changes that AI brings to companies are the adaptation of services to user preferences, improved data management and analysis to improve products and services, automation of processes, more effective marketing and better risk and security management.