引领未来：生成式人工智能如何改变旅游业

Navigatingthe Future: How Generative ArtificialIntelligence is transformingthe travel industry Foreword At Amadeus, we work to make the experience oftravel better for everyone, everywhere. We continueto innovate, understanding how technology cantransform our industry. proven track record of deploying innovative traveltechnology, we are well-placed to explore thepotential of this developing field in our industry. Being at the heart of the travel ecosystem, Amadeusis present across all travel segments, enabling newcapabilities to maximize the potential of GenerativeAI. We are exploring ways in which we can maximizethe value of data, expertise and insights to createa unique proposition for stakeholders across theindustry – this is our true differentiator. There is perhaps no better example of this missioncoming to life right now than through the deploymentof Generative Artificial Intelligence (GenerativeAI). This is a technology that has the potential totransform every facet of what we do across the travelecosystem, significantly enhancing the passengerexperience at every step of the journey. That is not to say we remain in the era ofunbridled optimism. Unlike other types of AI, which are focused onclassification or prediction, Generative AI hasuses in machine translation, recommendation andcontent creation, as well as a variety of other tasksyet to be defined. Questions are rightly being asked whetherGenerative AI will deliver sufficient returns oninvestment, while talent shortages are also comingunder the spotlight. It is crucial that we use thisnew technology responsibly and ethically, ensuringdata security, privacy, and content reliability. Humanoversight will also be paramount. To understand where we are with the roll-out ofthis new technology and, importantly, where weare heading, Amadeus commissionedNavigatingthe Future. This report provides up-to-the-minuteinsight into the role of Generative AI in the travelsector, its use cases, challenges, deployment, andmore. It shines a spotlight on this most innovativeof technologies. Our use of Generative AI must be appropriate,focused and efficient, as well as making a positiveimpact on our industry. These challenges areexplored here. Sylvain RoyChief Technology OfficerAmadeus I hope you enjoyNavigating the Future– and lookforward to the journey ahead. We are excited by the potential of Generative AIto make the experience of travel better. With a AmadeusInsights Introduction 72% While Artificial Intelligence (AI) has been amainstay of travel technology for a decade ormore, there has been an explosion of interest inGenerative Artificial Intelligence (Generative AI)since ChatGPT brought the topic to wider publicconsciousness in late 2022. The subject has rarelybeen far from the headlines since. experience of Generative AI from ten key marketsin North America (United States and Canada),Europe (UK, Italy, France, and Germany), and AsiaPacific (India, Australia, China, and Japan). Have experience customizing Generative AI models 24% From the sample, 72% have experienceadapting Generative AI models to meet specificrequirements, while 24% have ‘hands onexperience’ with the technology. A total of 71% havefinal authority over Generative AI decisions at theircompany, while the remaining 29% have ‘significantinfluence’ over such decisions. Have ‘hands on experience’ with the technology But what is happening on a practical level? Whereare the challenges being observed and tangiblebenefits delivered?Navigating the Futureanswersthese questions. 71% Have final authority over Generative AI decisions attheir company Commissioned byAmadeusand conductedbyMercury Analytics, the extensive surveyengaged 306 senior travel technology leaders with 29% Have ‘significant influence’ over such decisions Key observations fromNavigating the Future What this cohort told researchers was illuminating.Generative AI is already in widespread use acrossthe travel industry. This is a technology whose timehas arrived. Moreover, continued investment inGenerative AI is the top technology priority for theindustry over the coming year, suggesting the paceof change is set to accelerate. However, barriers to the deployment of GenerativeAI remain. There are concerns around talent shortages andpotential returns on investment, while 56% of thesurvey said their ‘technology infrastructure’ needswork before they can begin to deploy GenerativeAI. Some 53% also pointed to internal datamanagement and organization as a concern. Technology experts within the travel sector see awide range of use cases for Generative AI, withrelatively equal weighting given to each. Theseinclude personalized travel recommendations anditineraries, improved customer service throughadvanced chatbots, and targeted advertisements.It is notable the industry has begun with customer-facing use cases, while back-office applications arenot currently a priority. 56% 53% Think their technologyinfrastructureneeds