At the Phocuwright WiT Middle East summit in Dubai, held May 3, 2024, a panel of four senior CTOs discussed the critical issue of AI’s interface to humans. Timothy O’Neil-Dunne provides this summary.
In the ever-evolving world of travel technology, CTOs stand at the precipice of a complex dance – aligning the power of Artificial Intelligence (AI) with the often unpredictable nature of human behavior.
While AI adoption promises transformative potential, from optimizing hotel room layouts to personalizing customer experiences, the path to seamless integration with humans is riddled with challenges. When challenged by moderator Yeoh Siew Hoon to answer the two key questions of Man and Machine – which is better, there was clear conclusion that Machines can never resolve Human stupidity and Man will never be able to fully manage the uncontrollable streams of information.
But what of AI in the practical workplace and in Travel specifically? Travel is rich in human emotion and also a window to masses of data and opinion. Can AI address this adequately?
One such obstacle lies in the inherent limitations of AI itself. No matter how sophisticated, AI systems currently lack the ability to replicate the depth of human empathy and navigate the nuances of human relationships.
A recent study by Pew Research Center found significant skepticism amongst experts about AI ever achieving true consciousness, highlighting the limitations in replicating the intricate tapestry of human emotions. Yet, we are driving to an AI rich world as can be seen in many instances.
This isn’t to say AI is incapable of learning. On the contrary, AI thrives on vast amounts of data, constantly refining its capabilities. But the quality of that data is paramount. Here is a large part of the Travel dilemma. There is much material that is opinion rather than hard data.
Misinformation, a persistent human issue, can easily infiltrate AI systems, leading to biased or inaccurate outcomes. A recent review of bias by Swiss-based MDPI confirms the situation that we all (as humans) know instinctively. Thus, the onus falls on the CTOs in the Travel world to champion data integrity and implement robust filtering mechanisms.
Another human hurdle – the ever-present pressure for immediate results. For example, sub-second response times in airline searches will not be able to generate truly accurate results with formal dynamic pricing. The victim is consumer trust in the results. But that is not all that can be a result. Travel companies, facing the dynamic winds of market demands, often prioritize short-term business needs over long-term technological strategies. This can lead to the hasty deployment of AI solutions – solutions that haven’t been adequately vetted for potential pitfalls. A 2022 study by McKinsey & Company stressed the importance of a robust AI strategy, one that balances immediate needs with long-term goals. The constraining factors of time and cost will always be present.
“In hospitality,” said Floor Bleeker, CTO, Accor, “we feel that we are at a tipping point when it comes to the use of technology. RPA, AI and smart automation will replace many manual processes both in the back offices and in the interaction with our guests. In the foreseeable future this means that hotel staff will have more time to focus on what matters most: providing excellent hospitality experiences.”
Floor Bleeker, CTO, Accor
The answer, perhaps, lies in embracing a culture of experimentation. CTOs can foster an environment where failure is seen as a stepping stone, a valuable lesson learned on the path to successful AI integration. Studies by Harvard Business Review (for example https://hbr.org/2016/05/embracing-agile) highlight the importance of learning from missteps, allowing for agile adaptation and improvement.
Sanjay Sharma, CTO, Orascom Hotels Management, Dubai took a practical slant and dived into AI’s applications today. “AI is becoming integrated into our business operations, revolutionizing our workflow. For instance, in CRM, AI generates campaign content, such as videos and images, streamlining tasks for the marketing team who only need to tweak it. Likewise, AI will customize services, enhancing guest experiences through innovations like real-time text-to-voice services.”
Sanjay Sharma, CTO, Orascom Hotels Management, Dubai
The CTO’s role transcends the realm of technology alone – balance of old and new must be addressed – as above. They must become adept communicators, bridging the gap between the technical brilliance of AI and the sometimes-skeptical human workforce. Effective communication empowers employees to understand AI’s capabilities and limitations, fostering a sense of collaboration rather than fear. Indeed, the pure CTO is likely to disappear, and the role is shared amongst all executives. The role of the CTO then perhaps transforms to one of a guide not a pure resource manager.
The way that Qais Amori, Chief Digital Technology Officer, Almosafer sees it “the relationship between Humans and AI in the future is co-existence. In travel, AI will help and improve massively the customer experience in all the travel journeys (from inspiring, booking and post booking), introducing more personalized itineraries, and much faster services. Will AI ever take the world and humanity? Highly unlikely, ” he added.
Qais Amori, Chief Digital Technology Officer, Almosafer
Ultimately, the successful integration of AI in the travel industry hinges on a delicate balance. CTOs must navigate the limitations of AI, the pitfalls of misinformation, and the pressure for immediate gratification. Perhaps the better way to think of AI today is not as “artificial” intelligence but rather “assisted” intelligence. By fostering a culture of learning, prioritizing robust data collection, and fostering open communication, a CTO can turn the complex dance between humans and machines into a symphony of innovation.
Special thanks to my fellow panelists for their insight and wisdom:
Floor Bleeker, CTO, Accor
Sanjay Sharma, CTO, Orascom Hotels Management, Dubai
Qais Amori, Chief Digital Technology Officer, Almosafer
Timothy O’Neil-Dunne, Principal, T2Impact Ltd
NOTE: This article was written using AI Tools (but human contextualized). For the summary of the 30-minute panel SnapSight was used. https://www.snapsight.com/en/ For the text and research Google Gemini was utilized. https://gemini.google.com/ and of course Microsoft Word. Ultimately the writing is however my own with my colleagues named here. – Timothy O’Neil-Dunne, Principal, T2Impact Ltd