April 23, 2024

How Generative AI can transform travel

In recent months Generative AI technology has sparked widespread intrigue and enthusiasm as its potential continues to be discovered and explored. Generative Artificial Intelligence refers to a class of artificial intelligence algorithms that create or generate new data such as images, text, or audio. Generative AI models are capable of producing unique outputs by learning the underlying patterns and structures of the data they are trained on. It feels like the new frontier, having defied conventional notions of technology and how it operates. As further capabilities are understood it has ignited a wave of excitement, driving individuals and businesses to explore innovative workflows and harness its power to optimise efficiency.

When it comes to improving the state of travel, Generative AI has become a central part of the conversation. It’s expected to have a significant impact on the industry and be a key part of shaping its future, with ample opportunities to elevate experiences in booking, data exchange, destination discovery, and customer management and support. 

In the past, the travel industry was sometimes too slow to embrace advancements of technology, resulting in overly complicated or inefficient systems and sub-par user experiences. However, there has been a significant shift in this paradigm, with travel partners understanding more than ever the need to harness new technologies to help transform the way they manage customers. Providers have expressed enthusiasm and willingness to embrace changes that will amplify their offerings and present greater commercial opportunities. 

Part of this is actively seeking ways to incorporate AI into their operations and to navigate this landscape effectively, it becomes crucial to help alleviate the confusion surrounding AI and strategically consider the various scenarios in which it can be utilised. We are starting to see some very promising use cases emerge and are excited about the possibilities that this technology presents;

Biometric Authentication: Generative AI can be used to create biometric templates for facial recognition, fingerprint scanning, or iris scanning. This can enhance the security and accuracy of biometric authentication systems used for identity verification at airports and hotels.

Digital Identity Creation: Generative AI can help create digital identities that are more secure and privacy-preserving. By generating unique identifiers or cryptographic keys, AI can enhance the security of digital identities used for travel purposes.

Verifiable Credentials: AI can generate verifiable credentials, such as digital passports or driver's licences, that are tamper-proof and easily verifiable. This can simplify the process of identity verification for travellers and reduce the risk of identity theft or fraud.

Personalised Travel Experiences: Generative AI can analyse a traveller's digital identity and preferences to personalise their travel experience. For example, based on users' past behaviours as well as chosen preferences, it can suggest personalised travel itineraries, recommend local attractions, or provide language translation services based on the traveller's profile. Personalised recommendations so travellers can discover new opportunities

Social impact: By recommending more sustainable or ethical travel options, Generative AI can help promote responsible tourism. By generating more socially-conscious content it can also help to encourage greater understanding and respect for the diversity and heritage of local communities and cultures.  In this way generative AI, can contribute to creating more inclusive and respectful travel experiences. 

Risk Assessment and Security: AI can analyse data from various sources, such as travel history and behaviour patterns, to assess the risk level of travellers. This can help identify potential security threats and enable proactive measures to enhance travel safety.

Of course, as appreciation for the potential of Generative AI grows, so too does awareness about potential risks and challenges. Concerns around data privacy, intellectual property and cybersecurity have become apparent. 

We mustn't forget that GenAI can also enable fraudsters to develop more sophisticated forgery techniques and pose a potential threat to biometric authentication through the generation of new images and text. In a world with significant data breaches and ample possibilities for synthetic identities, companies need to be one step ahead to avoid high risk situations. 

A huge part of our mission at Neoke is enabling partners to reduce friction in travel, without compromising security, and our harnessing of generative AI will be no different. We will maintain a balance; ensuring we capture the benefits of new technologies by bringing them to our partners across the travel ecosystem, while remaining anchored to our commitment to the most secure technology infrastructure available. 

Ultimately innovation and disruption should be about solutions and outcomes, not just features or superficial benefits. This is how Gen AI is helping to shape the industry more broadly; by stimulating creative problem solving, fostering out of the box thinking to deepen the understanding of management and innovation processes. We’re committed to these practices at Neoke, as we reimagine what seamless, productive travel systems can look like, and we’re willing to embrace every innovation available, including Generative AI, to deliver that to our partners.