Artificial intelligence (AI) is not a new phenomenon. Microsoft Azure introduced AI and machine learning capabilities back in 2018. Believe me, six years in the world of technology is a long time – and just long enough to have passed through important adoption hypes and lows (pun intended). Why is this important? Well, because as a technology matures, the ways in which it is applied become more varied and we start to see practical use cases emerge for different types of industries and jobs. One of the most relevant (and potentially disruptive) use cases of AI in the travel industry is its application to travel content.

Why content matters more than ever

In the travel industry, content is king. It is the visual storyteller that connects travellers emotionally to destinations, triggers memories and helps them visualise their future experiences. According to a study by MIT in 2014, our brains process visual information much faster than text, making the right mix of visual and textual content vital for engaging and immersing travellers in their trips and the brands of travel providers.

There are five use cases of AI that I believe are going to transform how we manage and use travel content:

1. Advanced visual search capabilities
Gone are the days of manually scrolling through thousands of images to find the perfect shot. AI-powered search can now instantly analyse vast image libraries, matching shapes, scenes and contexts at unprecedented speeds. Need a specific image of a woman shopping in a vibrant Turkish street market? AI can find it in seconds, understanding the literal elements and the context of your request.

2. Sophisticated recommendation systems
"You might also like" suggestions are not new – think of examples where e-commerce marketplaces have done this well. In travel, we have not yet been able to combine machine learning modelling with AI’s ability to read content to serve a personalised experience.

However, we're approaching a future where personalised trip recommendations will look less like automated suggestions and more like advice from a seasoned travel consultant. Imagine systems that understand not just booking patterns but can match visual preferences with destination characteristics to create truly personalised recommendations.

3. Real-time video processing
Video content analysis has made huge strides. Modern AI can identify specific video frames matching detailed criteria such as demographic and psychographic customer information enabling real-time content customisation. For example, think of the visual experience or trip you could create for a person interested in wildflowers or for someone who prefers rooms with sea views.

4. Context-aware text generation
The emergence of large language models has transformed how we create and manage textual content. We can now generate destination descriptions that can adapt to different audience segments using your own writing style and brand voice. AI can contextualise and summarise complex destination information, making it more digestible for travellers. It can also read information to travellers while on the go.

5. Content safety and compliance
In an era when content can come from numerous sources, AI serves as a safety net. AI systems can now detect inappropriate content across videos, images and text, ensuring all material aligns with brand standards and legal requirements. This capability is particularly valuable as we navigate an increasingly complex regulatory landscape, including the EU's Digital Services Act, which came into full effect in February 2024.

Data and learning

The key to effective AI implementation lies in understanding that AI systems need to learn and evolve. They're powered by data, which makes every travel business essentially a data business. The quality of AI output directly correlates with the quality and quantity of data it is trained on.

If your business is using AI or planning to implement it, here are a few practical tips that you can start applying:

1. Content organisation:
Begin organising your visual and textual content with clear metadata and taxonomies. This foundation will make AI implementation more effective.

2. Data strategy:
Develop a strategy for capturing, storing and using customer interaction data. This information will fuel personalisation efforts.

3. Integration planning:
Consider how AI capabilities can enhance existing content workflows rather than replacing them entirely.

4. Authenticity balance:
While AI can generate content, the focus should be on using it to enhance authentic, real-world content that accurately represents destinations and experiences.

The future

The travel industry stands at an exciting intersection where technology meets storytelling. AI isn't here to replace the human element in travel content creation – it's here to amplify it.

The most successful implementations of AI in travel content will be those that maintain a balance between efficiency and authenticity, using technology to showcase real experiences more effectively rather than generating artificial versions.