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While Artificial Intelligence (AI) has been a mainstay of travel technology for a decade or more, there has been an explosion of interest in Generative Artificial Intelligence (Generative AI) since ChatGPT brought the topic to wider public consciousness in late 2022. The subject has rarely been far from the headlines since.
But what is happening on a practical level? Where are the challenges being observed and tangible benefits delivered? Navigating the Future answers these questions.
Commissioned by Amadeus and conducted by Mercury Analytics , the extensive survey engaged 306 senior travel technology leaders with experience of Generative AI from ten key markets in North America (United States and Canada), Europe (UK, Italy, France, and Germany), and Asia Pacific (India, Australia, China, and Japan).
From the sample, 72% have experience adapting Generative AI models to meet specific requirements, while 24% have ‘hands on experience’ with the technology. A total of 71% have final authority over Generative AI decisions at their company, while the remaining 29% have ‘significant influence’ over such decisions.
Key observations from Navigating the Future
What this cohort told researchers was illuminating. Generative AI is already in widespread use across the travel industry. This is a technology whose time has arrived. Moreover, continued investment in Generative AI is the top technology priority for the industry over the coming year, suggesting the pace of change is set to accelerate.
Technology experts within the travel sector see a wide range of use cases for Generative AI, with relatively equal weighting given to each. These include personalized travel recommendations and itineraries, improved customer service through advanced chatbots, and targeted advertisements. It is notable the industry has begun with customer-facing use cases, while back-office applications are not currently a priority.
Today, 41% of Navigating the Future respondents already have budgets in place to deploy Generative AI, while half agree their company culture is ready for the change this new technology will create.
However, barriers to the deployment of Generative AI remain.
There are concerns around talent shortages and potential returns on investment, while 56% of the survey said their ‘technology infrastructure’ needs work before they can begin to deploy Generative AI. Some 53% also pointed to internal data management and organization as a concern.
While Artificial Intelligence (AI) has been a mainstay of travel technology for a decade or more, there has been an explosion of interest in Generative Artificial Intelligence (Generative AI) since ChatGPT brought the topic to wider public consciousness in late 2022. The subject has rarely been far from the headlines since.
But what is happening on a practical level? Where are the challenges being observed and tangible benefits delivered? Navigating the Future answers these questions.
Commissioned by Amadeus and conducted by Mercury Analytics , the extensive survey engaged 306 senior travel technology leaders with experience of Generative AI from ten key markets in North America (United States and Canada), Europe (UK, Italy, France, and Germany), and Asia Pacific (India, Australia, China, and Japan).
From the sample, 72% have experience adapting Generative AI models to meet specific requirements, while 24% have ‘hands on experience’ with the technology. A total of 71% have final authority over Generative AI decisions at their company, while the remaining 29% have ‘significant influence’ over such decisions.
Key observations from Navigating the Future
What this cohort told researchers was illuminating. Generative AI is already in widespread use across the travel industry. This is a technology whose time has arrived. Moreover, continued investment in Generative AI is the top technology priority for the industry over the coming year, suggesting the pace of change is set to accelerate.
Technology experts within the travel sector see a wide range of use cases for Generative AI, with relatively equal weighting given to each. These include personalized travel recommendations and itineraries, improved customer service through advanced chatbots, and targeted advertisements. It is notable the industry has begun with customer-facing use cases, while back-office applications are not currently a priority.
Today, 41% of Navigating the Future respondents already have budgets in place to deploy Generative AI, while half agree their company culture is ready for the change this new technology will create.
However, barriers to the deployment of Generative AI remain.
There are concerns around talent shortages and potential returns on investment, while 56% of the survey said their ‘technology infrastructure’ needs work before they can begin to deploy Generative AI. Some 53% also pointed to internal data management and organization as a concern.
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