Digital assistants, customized recommendations, and content generation are considered top use cases Challenges are emerging around talent shortages, return on investment, and data security.
Generative AI remains a central focus of the travel technology sector as we look to 2025, but challenges are emerging as initial optimism begins to fade.
This is according to a new report published by Amadeus, “Navigating the Future: How Generative Artificial Intelligence is Transforming the Travel Industry,” which surveyed subject matter experts across the travel ecosystem .
Generative AI is a top priority, and budget and resources are on the agenda
Among more than 300 industry leaders questioned, generative AI was cited as a “top priority” for next year, 46% faster than any other technology. This figure rises to 61% in Asia Pacific, suggesting the region may be poised to take the lead in this innovative technology.
Other technologies cited as top priorities for 2025 include data management (38%), cloud architecture (36%), non-generative AI IT infrastructure (34%), and biometric technology (23%). It was.
Globally, more than half (51%) of travel technology leaders claim that generative AI already has a “significant presence” in their country’s travel industry. A further 36% expect this presence to occur within the next year, and 11% expect the process to take one to two years. Just 2% of travel technology leaders believe it will take more than three years for Generative AI to have a significant presence in the travel industry.
Currently, 41% of travel companies say their organization has the budget and resources in place to implement Generative AI, and 87% are relying on third-party vendors to develop applications that leverage Generative AI. I am willing to cooperate with you.
Data, talent, and cost seen as challenges in implementing generative AI
While support for the deployment of generative AI in the travel technology sector remains strong, Navigating the Future found that many challenges have emerged.
When asked what is slowing the deployment of this technology, industry leaders said:
Data security – 35% Lack of Generative AI expertise and training – 34% Data quality and inadequate technical infrastructure – 33% ROI concerns, lack of use cases, or difficulty estimating value – 30% Difficulty connecting with partners or vendors – 29%
Today, generative AI specialists are working to secure data and convince senior leaders of the value of investing in generative AI, while recruiting experts and training existing employees to fill skills gaps. I’m here.
How is generative AI used?
While the experimentation process for the adoption of Generative AI continues, several use cases are emerging in the travel technology space.
These were led by digital assistance for travelers when booking (53%), followed by activity and venue recommendations (48%), content creation (47%) and helping staff improve customer service (45%). %), followed by collection and summarization of posts. -Travel feedback (45%).
What makes a successful Generative AI implementation?
“Navigating the Future” respondents ranked: Return on Investment, Customer Satisfaction, Increased Efficiency and Productivity, Increased Performance Measures (Accuracy, Precision, Relevance), and Key Performance Indicators I was looking for.
Sylvain Roy, Chief Technology Officer at Amadeus, said: “At Amadeus, we are committed to making the travel experience better for everyone, everywhere, and there is perhaps no better example of this mission being realized today than with the introduction of generative AI. ”. This is a technology that has the potential to transform every aspect of what we do across the travel ecosystem, significantly improving the passenger experience at every stage of the journey.
While technology will be a major focus in the coming year, questions are rightfully being asked whether Generative AI will provide a sufficient return on investment, and talent shortages are also in the spotlight.
It is important to use this new technology responsibly to ensure data security, privacy, and content authenticity. It’s time to prove that generative AI can live up to the hype. ”
Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of ET Edge Insights, its management, or its members.
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