Lest we forget, Phocuswright once predicted the end of the travel agent was nigh. That was back in 2001, when the onset of OTAs threatened our very existence.
Fast forward a few decades and artificial intelligence looks like the beginning of the zombie apocalypse in comparison with the World Wide Web.
Phocuswright now predicts the emergence of ‘autonomous AI agents’ is about to turn the industry on its head. And this time they make a very credible case.
According to research, these new AI assistants possess the ability to learn, adapt, and perform tasks independently, which could fundamentally change how travel is planned, booked, and experienced.
In the report titled “True Automated AI in Travel Is Coming,” Phocuswright examines the rise of autonomous agents and their potential effects on the future of travel. The study investigates their capabilities, the implications for various roles within the industry, and the critical questions regarding their implementation and regulation.
PhocusWire reached out to travel industry leaders to gauge their opinions on the pace at which AI is changing the travel industry - some believe an AI-powered future is here.
"Autonomous AI agents are poised to reshape the travel landscape, automating tasks, personalising experiences, and potentially even negotiating on our behalf," said Norm Rose, Senior Technology and Corporate Market Analyst at Phocuswright and co-author of the report.
"While this technology is still in its early stages, its potential to transform the industry is undeniable. Travel companies need to understand the implications of autonomous agents and prepare for a future where AI plays an increasingly central role."
What about regulation, you ask? The report mentions that autonomous agents raise concerns regarding new legal and regulatory frameworks. Possibly a major understatement. Travel agencies and concurrent regulatory bodies ensure duty of care and consumer protection.
Who you gonna call when a robot makes a mistake with your European vacation plans?
Like with the onset of the internet, technology is changing faster than we can comprehend the consequences, never mind actually plan for them.
Travel Tomorrow reports the UN Tourism Organization cites the importance of inclusive AI adoption, ensuring that all stakeholders—including small and medium-sized enterprises and emerging destinations—can benefit. They announced the launch of the UN Tourism Artificial Intelligence Challenge, which seeks AI-driven solutions in areas like branding, marketing, smart destinations, education, and operations. Good luck with that.
MIT and Harvard researchers found in a study that generational artificial intelligence (GenAI) fails quickly in situations requiring accurate world modelling rather than just predictive capabilities. According to Travel Tomorrow, AI still fails to coherently understand the real world.
Unfortunately, that in itself is not enough to stop the coming revolution.
