Travel is at risk of losing its "human soul" if the industry becomes too reliant on AI tools that all tend to recommend the same trips and experiences.
Den Boesch is Joint Chief Executive of Kuoni parent Dertour UK (Credit: Dertour UK)
Ben Boesch, Joint Chief Executive of Kuoni parent Dertour UK, cautioned fellow travel professionals against using large language models (LLMs) like ChatGPT for recommendations or inspiration, describing them as “machines of average”.
Boesch, who was appointed joint leader of Dertour in the UK in December following its acquisition of Inghams, Explore, Santa's Lapland and Inntravel parent Hotelplan UK, was speaking at the Institute of Travel and Tourism's latest Leadership Dinner this week.
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