It often appears that some forms of machine learning and artificial intelligence are just playing to the crowd of those wanting things to be automated.
Technology for technology's sake, as both Luddites and sceptics might say.
But Google's new Vision Artificial Intelligence platform has some significant uses for the travel industry.
Travel content company CrowdRiff is one of a few companies around the world that has been selected by Google to test and distribute the new technology - a process by which images are scanned and identified within seconds, then tags and other forms of classification added instantly.
The system can recognise anything from scenery and landmarks to phrases and animals or food.
CrowdRiff CEO Dan Holowack says travel brands have been "sitting on a visual content goldmine" on the web - something that marketers should be tapping in order to raise the profile of a product.
For example, he says, a popular ice cream stand in Toronto has 56,000 photos on Instagram, taken by passers-by and customers.
Couple this social media content with commissioned material and "and there is an incredible, rich library of content that marketers can use to tell better brand stories".
What Google has realised is that this content is located in countless places on the web, so it is therefore difficult to manage and organise effectively and efficiently.
"The minutia of uploading and tagging photos - aka the most frustrating, boring time-suck task handled by interns and junior account managers everywhere - forces many brands to just give up and store their photos 'shoebox-style."
CrowdRiff reckons a travel brand can use the system to analyse and then tag thousands of pictures "in seconds flat".
Holowack reckons the use of AI and advanced technology can change the way brands handle user-generated content and turn "their advertising and promotion strategies into authentic experiences that make an impact".