TUI is integrating ChatGPT into its mobile app and experimenting with generative Artificial Intelligence (AI). What began as a tech experiment by three TUI tech engineers and the app product teams has finally culminated in the introduction of a first pilot on the TUI app in the United Kingdom. Customers can now receive helpful responses on vacation destinations as well as personalized recommendations for excursions, activities, and attraction tickets. The app will deliver a more detailed and relevant shortlist of descriptions, photographs, and links for suggested experiences based on the level of detail the client provides about the type of experience they desire, such as culinary activities, adventure excursions, or museum visits. Customers can then book experiences directly through the mobile app on tuiexperiences.com.
“Technologies such as generative Artificial Intelligence are having an impact on our lives, and TUI is taking advantage of the opportunities that this presents.” ChatGPT technology can aid in the simplification of procedures and services for clients, as well as the accessibility of information. TUI Group CEO Sebastian Ebel states, “Our goal is to be a leader in the use of new technologies and to actively shape the future of tourism.”
The addition of ChatGPT to the mobile app is part of TUI’s ambition to incorporate AI technologies into all parts of the business. TUI’s strategy is to develop internal skills and capabilities within the organization in collaboration with its strategic cloud partner AWS and other third parties. To push the project, an internal TUI AI Lab has been developed, serving as an open platform for guidance, assistance, and training for all TUI staff. ChatGPT training was recently established to create a wider knowledge of the challenges and opportunities presented by AI for TUI and the tourism industry.
“Generative AI is beginning to alter the way customers search for and interact with TUI.” We are constantly testing innovative technology that will help our customers and workers. We can leverage our extensive knowledge with machine learning and artificial intelligence, which is already built into our technological platform. This pilot will provide us with valuable insights as we continue to expand the product,” says Pieter Jordaan, Member of the TUI Group Executive Committee and Chief Information Officer.
Further trials with generative AI tools are also underway, including post-holiday customer communication, automated knowledge base analysis to support contact center teams, content language translation, and other applications that assist TUI technology teams in code creation and testing.
Customers who use ChatGPT in the TUI mobile app can rest assured that no user data is ever shared. Furthermore, engineers have put in place safeguards to limit incorrect answers. Because the function is a pilot, feedback is always being collected to ensure TUI standards are followed at all times.
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