This is not a column bashing AI. No, not Allen Iverson; rather, artificial intelligence, which no one can stop talking about since ChatGPT dropped it on humanity.
I am far from a Luddite. Imagine the amount of ankle injuries Allen Iverson would have incurred playing in Chuck Taylors. Technology can often improve human functionality and AI has clear benefits to simplify processes.
AI should make lives easier, yet it still has an insidious connotation, much of it the doing of Hollywood. Before Will Smith slapped Chris Rock, he starred in a science fiction film called “I, Robot,” whose source material is certainly pulled from arguably the most prominent sci-fi writer of our time, Isaac Asimov. Without giving away the plot, the movie centers on highly intelligent robots filling public service positions, but then things go haywire, because it’s a movie.
At the core of the film is what’s known as The Three Laws of Robotics, rules, concocted by Asimov, that dicate the human/robot relationship. Basically: robots must listen to humans, care for humans, adhere to human directions. n
Cool stuff. Asimov died in 1992, so it’s unclear whether he knew that his fiction might someday become non-fiction.
What are the implications for travel and hospitality? So much. Maybe I’m a cynic, but I can’t shake the thought of C-suiters in the back room, smoking cigars, sipping cognac and trying to figure out how AI can save money or, euphemistically, improve the customer experience.
AI was discussed in many sessions during June’s NYU conference. A small sampling of quotes from CEOs absent attribution:
“AI can’t fully replace the roles of individuals who supply the critical human interaction.”
“AI, if deployed correctly, can remove friction from the search and booking process.”
“AI is already being used in pricing and revenue management.”
“I don’t want a robot to welcome a guest.”
I recently asked a source whether AI would replace hotel workers. After mulling the question over, here’s what ChatGPT relayed: “While AI has the potential to automate certain tasks and improve operational efficiency in the hotel industry, it is unlikely to completely replace all hotel workers in the foreseeable future.”
It then listed five reasons why: 1) Human interaction and personalized service—AI may augment these services but is unlikely to fully replace the need for human interaction. 2) Complex and context-specific tasks—though AI can assist, it may struggle to replicate the level of understanding required for such tasks. 3) Unpredictable situations and emergencies—humans are better equipped to handle these scenarios. 4) Guest preferences and cultural nuances—AI may struggle to match this level of cultural awareness and adaptability. 5) Emotional connection and empathy—these are challenging for AI to replicate authentically.
The last reason is all you need to know. AI is not sentient. At least not yet (gulp). No machine, robot or floating head can replace the sensitivity needed when little Susie scrapes her knee by the pool or replicate the composure needed when dealing with an unruly guest.
AI is here and will only evolve. Its implications are vast and it can make, for example, booking a vacation or business trip or meeting easier. And that’s good for the hotel industry. What it can’t do is replace hospitality because, by definition, hospitality is delivered with feeling and love.
Homer Simpson once exclaimed: “Computers can do that?” They can do a lot of things, sure, but there are some things better left to humans.