It can be difficult to get a firm overview of what ChatGPT might mean for the future of the travel industry – or, indeed, humanity. While many commentators have an opinion, there are comparatively few experts in the field able to offer definitive insight.
With this caveat in mind, I believe there are two key points that can be stated with some certainty from the outset.
First, ChatGPT – and the wider “generative artificial intelligence” field – is one of tremendous possibility. This rapidly evolving technology has the potential to transform everything we do. At the same time, it is important to remember that commercial uses, in the travel sector and elsewhere, are currently limited.
It is the distance between this clear potential and current application that is causing a great deal of uncertainty. And, in response, I would here like to explore where we are today – and where we might end up.
Art of the possible
In the near future, ChatGPT could impact travelers at each stage of the journey.
For example, the tool could be used in trip planning. Imagine if a traveler could say, “Hey, I want to do nature-based activities in Southeast Asia. I have two weeks, and this is my price range. What do you recommend?” and they would receive a complete trip itinerary in just a few seconds, including flights, hotels, train tickets and transfers to book.
This could revolutionize how people search and book travel.
During the trip, AI-powered instant translation services could make it easier for travelers to negotiate last-minute changes directly with hosts who do not speak the same language. Machine learning models could also automatically inform a host about a late arrival to their hotel due to a delayed flight or allow them to change bookings on the spot. Smart travel assistants could be on hand to plan the traveler’s visit to the city they are in.
The tool could also help travel companies analyze customer feedback and identify trends or patterns, providing valuable insight into customer sentiment and opportunities for personalization.
Where are we today?
At Amadeus, we are passionate about the future of travel and technology, and we are constantly looking to scale innovation to unlock new opportunities to make the experience of travel better for everyone.
With this in mind, we have recently been working alongside Microsoft and Accenture in this area and are developing a generative AI-powered interactive travel assistant for our travel and expense platform, Cytric Easy.
Leveraging Microsoft technologies, including Teams and ChatGPT from OpenAI, the digital tool will assist corporate travelers with all elements of their journey – from planning, booking and pre-departure, through to the trip and post-trip – while aligning with the travelers’ preferences and employers’ policies for a more efficient, intuitive and cost-effective experience.
In short, we are beginning to leverage the capabilities outlined above.
How can we reduce the risks?
As we have seen, there is a great deal of uncertainty around what ChatGPT might be able to achieve – with little firm information available. This has led to speculation, with opinion running the full gamut from utopian optimism to pessimistic scaremongering.
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While we are on the positive end of the scale, we also acknowledge the potential for hazard in this fast-evolving space. In response, we have developed six principles that guide AI development and its uses within our company.
We believe AI systems should treat all people fairly, while they should also perform reliably and safely. AI systems should also be secure and respect privacy, while also being transparent and accountable. Finally, AI systems should be sustainable.
But at the same time, we must acknowledge the risks.
ChatGPT is unique because of the sheer volume of data it was trained with – it exceeds previous chatbots by orders of magnitude. ChatGPT 3 was trained with 17 billion trainable parameters and 45 terabytes of data, for example. For reference, the Hubble Space Telescope generates 10 terabytes of data per year.
In other words, Chat GPT has read more text than anyone will read in a lifetime. In fact, it is much more than this; in ChatGPT’s own words it is estimated around 500,000 years!
As commercial applications for the tool develop, users will have to navigate the use of personal data within solutions. How can we utilize information about a traveler to improve their journey, without exposing that information to third parties who may not use it appropriately?
The same applies to commercially sensitive information. How can we create applications for our partners to use without risking material that must remain secret is passed into the wrong hands?
Many of the answers will come from Europe‘s Artificial Intelligence Act, which is currently in development. This will represent the first law on AI by a major regulator, anywhere. Internally, private sector actors will collaboratively develop rules as the sector develops.
With awareness of these risks, ChatGPT could be transformative for our sector – watch this space!