Artificial Intelligence has become a trendy topic considering the increased interest in automation and machine learning. Common uses of AI in travel and tourism include speeding up processes and increasing revenue by automating workflows. Also, algorithms are employed for tailoring and personalisation of user experiences. R&D in AI  extends to understanding wider implications of computer intelligence and its threats. AI is a big topic, so why not start thinking about it by exploring the benefits it could bring to the destination?

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In this session we will look at AI from a service design point of view because ultimately at destinations and organisations AI would be integrated into platforms or services that either directly support travellers’ experiences such as bookings or support policy and decision making in shifting tourism and travel for example sustainability. This activity centres on sympathising with users. It is based on the service design model. The service design model is built on four pillars: people, processes, products and partners. The pillars could have different meanings for developers and users.

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