Mark Thompson, chief information officer at Palatinate Group, has told specialist agents and tour operators attending Aito’s annual conference in Thessaloniki that, by using generative AI tools such as ChatGPT, businesses can save a lot of precious time.

“It’s going to save you time but it’s not going to complete a task for you,” he said. “It’s a great start, it saves an awful lot of time.”

According to Thompson, companies – especially in travel – are cautious about using AI because they think the technology will soon take over as they believe it is growing at the pace often depicted in sci-fi films and books, instead of seeing its development as much more gradual.

“Don’t be scared of it, embrace it and learn about it,” he added. 

Thompson’s comments come as Zoe Davidson, managing director at Scottish tour operator McKinlay Kidd, said she was a “positive, healthy sceptic” when it comes to integrating AI as part of her business.

“In a nutshell, AI doesn’t fit with our business model or our brand values,” she said. “We’re all about innovation, commission, authenticity and AI doesn’t bring those to the table.

“Every tour we create and recommend has been tried and tested by us.”