Skift Take
While artificial intelligence (AI) can whip up a storm of automation and efficiency, the essence of travel lies in the good old human touch. Travel companies ought to tiptoe cautiously into the realm of AI, using it to bolster rather than banish human capabilities.
Even as more than 70 percent of its customer requests are currently handled by artificial intelligence (AI) chatbots, online travel company Trip.com Group remains cautious about the commercial implementation of AI.
The company said it prioritizes reliability in its customer services and takes a prudent approach to ensure the best possible experience for its customers.
Designed to simplify travel planning and booking processes, the group launched its artificial intelligence assistant, TripGen on the Trip.com app in February and Trip.com plugin for ChatGPT in May.
“We believe with proper guardrails in place, artificial intelligence is not only able to unlock the business potential, but also speed up, scale up and boost up our existing user cases,” said Jie Sun, CEO and director of Trip.com Group at an earnings call on Thursday.
Sun said that while they have been exploring the potential of artificial intelligence for better customer experience, they have also been experimenting with the AI tool to enhance operation