How to prepare your tourism business for AI

Creating Images and Photos 

AI image creation can be very useful for creating avatars, icons, design elements for your website, and supportive images that are not meant to show the destination. 

We discourage using AI-generated photos to market your destination or experiences because most audiences prefer authentic visuals that show the experience and beauty of the destination.

Image creators can be found within general AI tools, such as ChatGPT and Gemini, but dedicated image creators, like Ideogram and Adobe Firefly, give better results.

AI is very good at selecting the best images for websites, social media posts and blogs from your image library that align with your strategy and content plan. Larger organisations and DMOs can use more complex AI asset management tools like ASMBL or Brandkit.

Creating Videos 

While several video generators are available and are becoming increasingly impressive, most are still largely experimental tools in the hands of non-experts and require work and editing for optimal results. 

If you want a glimpse of what is becoming possible, explore tools like Invideo, VideoGen or Fliki

More impressive are AI-powered video editors, which can add AI-generated sounds, centre objects, remove objects and adjust colours. These tools are also very useful for repurposing longer videos and/or images into short clips for Instagram, TikTok and YouTube. Examples include Filmora, Veed and the Canva video editing tool.

5. Make Your Business Smarter with AI

AI can help you to make your business smart and efficient. Below, we outline several use cases that show how AI can improve operations.

AI for Research

Using AI tools like Perplexity and ChatGPT can improve and speed up the process of researching new markets, trends or even sales opportunities. These tools can process large amounts of information, extract relevant data, and offer contextual advice tailored to your strategy and business. A good place to start your research is to experiment with AI in combination with CBI’s market reports on different niche markets and to include context about your business’s unique selling proposition, products and positioning to personalise AI’s advice to your needs.

Video 3: AI Tourism Content Creation: Itinerary Improvement

AI for Strategy Creation & Planning

Making strategic and planning documents can be a time-consuming, intensive process that requires knowledge of strategy and marketing models and possibly the help of external consultants. Any SME can process and analyse data with AI, while AI selects the theoretical models that best suit your company. By adding your goals and company context, AI will generate a well-structured strategy with a step-by-step implementation plan and it will actively ask you what needs to be refined. 

Table 1: Examples of AI use cases in strategy creation

These solutions can help your tourism organisation make better-informed decisions using a data-driven advice approach based on internal data and market intelligence.

Using AI for Operational Efficiency

AI transforms how you can work as a tourism organisation by simplifying tasks, such as scheduling and data entry, supporting customer experiences through personalised interactions, and managing resources effectively by optimising resource allocation and reducing waste. For instance, AI can automate booking management, create efficient schedules, and help collect and extract data, allowing staff to focus on strategic or customer-facing tasks. 

Saving time and costs with AI and Automation

AI and automation can help your tourism business save time and reduce costs by assisting with the management of bookings, creating schedules and data entry. With automation, you can link different tasks together; you can start experimenting with the integrated task tools in ChatGPT and Claude or you can make them yourself with solutions like Zapier and Make. Using AI tools for repetitive tasks helps to minimise mistakes, improve response times and allows staff to focus on more important strategic or customer-facing tasks.

Examples of time-saving tools include chatbots that help website visitors, automated expenditure and payment tracking for budgeting and cash flow forecasting and extracting actionable insights from call transcriptions. 
More advanced systems offer dynamic pricing tools that help maximise revenue, itinerary builders, automated reporting or close-out automation. 

Using AI in existing office suites and operational software applications

More and more popular tools, like Gmail, Google Sheets, Microsoft Word, Excel and Outlook, are starting to have built-in AI assistants like Google Gemini and Microsoft Copilot, which assist with tasks such as drafting emails, analysing data and creating documents faster. 

CRM systems like Zoho and HubSpot now use AI to create better customer profiles by analysing client behaviour and preferences. Zoom can automatically summarise meetings and track to-do actions. Training your team to use these features effectively helps to optimise your existing workflows; use tutorials on YouTube and the companies’ websites for the latest use cases and tips and tricks. 

Staff onboarding and training

AI can improve training, onboarding and upskilling your team, facilitating a mindset that AI enhances human capabilities rather than replacing them. Encourage your team to use AI and be open about the struggles and benefits of amplifying learning. Acknowledge the anxiety that AI may cause your team, as they may feel that AI could take over their roles.

Customer Service

Chatbots and voice assistants, like PolyAI, are cost- and time-saving tools that enhance customer service teams to be more efficient. They automate solutions for frequently-occurring problems, providing instant chat answers for information inquiries based on your company documents.

Product Development with AI 

The key to growing your business is creating experiences your customers enjoy so much that they will share them with friends and family through word of mouth, public reviews or social media mentions. Turning your customers into advocates is and will be the most effective part of your marketing.

The CBI market information document on developing your tourism product suggests creating products that enhance customers’ quality of life with meaningful services or experiences.

The reports suggest using the human-centred approach of Design Thinking to create such experiences. This process involves a deep understanding of your customers to find a match between their needs and what your locality has to offer. 
Then create ideas, validate them and select the best, after which you start prototyping and testing the prototype. 

This process can be amplified and made easier with the help of AI. 

Table 2: Phase of Design Thinking and the Use of AI

Figure 6: Tourism product development suggestions from AI

Source: Peter Fabricius & Guido van de Graaf

Another way of getting product development ideas is to look at what your competitors are offering’, let AI analyse their tours and experiences, and ask it to identify ideas that can set your company apart from the competition. 

Enhance your products with AI

If you want AI to enhance an experience, consider personalised guidance with video or audio, like instant translations and personalised stories based on interest.
For destinations, AI-guided augmented reality, in combination with AI audio and video-generated tours, can create immersive self-guided tours. Vision AI can recognise an object, and an App could then share a video or audio story tailored to the traveller’s interests.   

AI is also very useful in helping companies make their experiences more accessible. For Example, Microsoft and Rijksmuseum in the Netherlands collaborated on a project that uses AI to provide audio descriptions for visually-impaired visitors.

Rijksmuseum creates a more inclusive experience for visitors through the use of AI

Source: YouTube Rijksmuseum

Making your business more sustainable 

To make your business more sustainable, you need insights into how your operations impact the environment. AI does a decent job of analysing your company’s footprint and your experiences. 

Use prompts like “Create a personalised survey for me to analyse my company’s footprint and impact on the environment, ask your questions step by step, and then deliver a report with actionable steps to help my company become more sustainable”.

If you gather sustainability data, you even create AI-powered dashboards that turn your data into graphs and diagrams and publish your sustainable efforts on your website. 

AI can also assist in creating energy-efficient routings, optimising maintenance schedules and helping with waste management. 

AI could help destinations manage crowds and protect vulnerable nature and heritage.

6. Regulations, risks & concerns of AI

AI presents exciting advances in tourism (imagine personalised travel recommendations or real-time language translation during a tour), but it also brings new challenges to the tourism industry. Concerns like protecting visitors’ private data, protecting the authenticity of cultural experiences, and activities and ensuring fair competition in the tourism trade as larger businesses gain advantages through AI adoption, all create important topics for discussion. It is important to consider how AI technologies can benefit but also affect local communities, tourism workers and the travel experiences in our destinations. Underneath, we listed some important regulations, risks and concerns of AI. 

The EU Act on AI:

The European Union introduced an EU AI act that targets companies and organisations creating and using AI systems. It wants to protect the privacy and well-being of consumers in the EU. 

For tourism organisations using generative AI, the guidelines are:

• Be transparent about AI use. You are not allowed to use AI without sharing this with those targeted by AI, like customers or employees.
• Stay within the rules and regulations of the law.

• Use AI ethically, and ensure you don’t harm humans. 

For a deeper insight, you can use the Future of Life Institute compliance tracker and read this EY article on how to prepare for the EU AI Act. 

Security

If you do not’ want your data to be shared with an AI system and want to prevent models from training with your data, make sure to turn off the data sharing switch in the settings. Though some AI tools guarantee you that your data is secure, it’s still a very good practice to not share any data with an AI system you wouldn’t share with a third person; think about passwords, logins, lists of contacts, and other sensitive data unless you are very confident that it’s safe, like for example a password manager or your e-wallet. 

Privacy 

When using AI models to enhance user experiences, always ask for consent. If customer data is used in AI applications that do not directly benefit the customer, ensure all data is anonymised and add to your terms and conditions whether or not you are using AI to analyse customer data. 

You also need to consider your employees’ privacy and how you, as a company, want to learn together. For example, the fastest way to learn is for everyone to get access to an AI application to record their workflow, give feedback and generate ideas that help the company accelerate towards achieving its goals. But will employees be comfortable with that? What happens when AI is able to do something better than an employee? You could imagine employees sabotaging the AI system to protect their jobs if you are unable to create benefits for everyone using AI. 

To work together with AI fairly, it is a good idea to be open and transparent and create a shared vision with your team on how the company uses AI. In the future, certification organisations like Travel Life may come with guidelines on how a tourism company should use AI responsibly to keep its certifications. 

Hallucination

Generative AI is known for its hallucinations, though they’re getting less now that the AI models are getting more advanced. Hallucinations are still common when you let AI write in detail about destinations and experiences. AI fabricates amazing-looking things to do or reasons to come to a place with facts that don’t exist.

Hallucinations occur more often in destinations that are less travelled and described because AI does not have enough information to work with. 

See Figure 7; the itinerary looks perfectly fine. However, the details of the lodges’ entertainment are partly made up, even though they look very convincing and true.

Figure 7: An itinerary in Zambia for Family Travelers made with ChatGPT

Source: Peter Fabricius & Guido van de Graaf

Double-check hallucinations by asking ChatGPT to confirm if the information is correct and proofing it with a link. 

Figure 8: Prompt in ChatGPT to check if it’s hallucinating 

Source: Peter Fabricius & Guido van de Graaf

And then, when AI does its ‘fact-checking’, we get different family entertainment based on facts, with the link to the website. 

Figure 9: Updated Response ChatGPT – showing activities Flatdogs Camp 

Source: Peter Fabricius & Guido van de Graaf

Tips to prevent hallucinations:

1. Make sure you feed AI with enough data and context.
2. Ask AI to stay factual; if it misses context, it should ask you for clarification.
3. Let it check its own responses.
4. Control AI responses, especially when you share them with customers.

Biases

AI is trained based on human-created content. That content can be biased and have discriminatory opinions about races, ages, genders and minorities. 

There is a big difference in how different AI models deal with biases; Google is known to be more careful than OpenAI. It’s important to be mindful of this, especially if inclusion is high on your agenda. Then you must actively ensure the model’s responses are inclusive; for example, ask AI to make the manager in a story a woman. 

When you create personas with AI, you may notice they contain stereotypes from the country of the persona. AI also tends to keep focusing on conclusions from previous research.

If you notice this behaviour, correct it and ask for the set of instructions it works with so you can adjust them to your liking.

Video 5: AI Tourism Content Creation: Social Media

Energy Use

AI systems use energy, and the total amount of energy used to train an AI model is significant. As an end user, a chat varies between 0.1 and 4.32 grams depending on the AI model and the different available research conclusions. A total of 4.32 grams means that 15 questions are roughly the same as 1 hour of television. 

You can reduce your footprint in AI by choosing the mini or older version when doing simple tasks in a Generative AI programme since they have smaller footprints. 

The environmental impact depends on the AI data centre and how green they operate. Depending on how smart and efficient they are with cooling water and if they use renewable energy. This varies for different data centres. Companies like Microsoft and Nvidia, which recently developed a highly energy-efficient mini supercomputer, offer promising solutions. The energy required for AI is rapidly decreasing per unit of computing, per chat, and for training models. But we are just at the beginning of the AI revolution. The use of AI by people will grow so much that it will become one of the biggest energy-consuming services in the world. Inform yourself about the sustainability practices of AI companies on their websites. 

Being Transparent 

When using AI in your marketing communications, mention this in your website’s privacy and/or sustainability statement. Clearly state when texts are fully generated by AI without human interference, and do the same for AI-generated images, especially photorealistic ones.

Tips:

• Test AI tools properly before using them with customers. Be sure to check AI-generated content before it goes public.
• Only collect the most important information from customers, be transparent about how you are using AI in your business, and protect your customers’ privacy.
• Use AI to speed up routine tasks, but rely on personal service for important communication.
• Be conscious of the environmental impact of AI tools and use AI to become more sustainable.

7. How to choose the right AI tools

Selecting the right tools that benefit your operations and customers requires time and planning. The options are almost endless. Evaluating your AI tool choices can reduce implementation costs, save the most time, and minimise the risk of choosing the wrong solution. The process is the same as buying new equipment for your business: you want a reliable, cost-effective tool that suits your specific needs. The following guidelines will help you choose the right AI tools for your tourism business.

Business Impact and Value

Search for processes in your business that have bottlenecks or constraints that can be improved with more intelligence. Analyse your daily operations to define where AI could save the most time or enhance customer satisfaction.

This could include answering customer questions, creating social media posts, making customised itineraries or managing bookings. Choose AI tools that will help speed up these processes or solve problems for which your team lacks time. 

Getting Started: Cost and Ease

Experiment with easy-to-use tools, and evaluate free trials to check their suitability. Look for solutions within a set budget and realise that some tools have a double pricing structure that includes their software and the use of an external AI model they build the tool around. Calculate the costs per user and verify whether the tool can scale with the growth of your business. Check the amount of support you receive for learning to use the tool and the availability of tutorials and support materials. Remember that training your team to get the most out of the tool will take time and will come at a cost. 

System Compatibility

Ensure that the AI tool can work together with the software and systems you use, like your booking suite or customer database. If you are unsure, ask the provider about its compatibility. The tool should improve and speed up your workflows without adding extra complexity. 

Table 3: Popular AI tools and examples use cases for tourism businesses

Name	Example use cases
AI Assistants for Diverse Business Optimisation
ChatGPT	OpenAI was the first big AI company to create its own chat interface. It created a competitive advantage in communicating with AI and is still the market leader. You can use ChatGPT to co-create unique itineraries, answer customer queries, translate text, brainstorm innovative marketing campaigns, and much more.
Google Gemini	Google approaches AI as a multimodal system, integrating video, speech and text. This means that the system can see, speak and write, allowing Gemini to give direct feedback on a streaming video and anything your computer screen or mobile device sees. The solutions you can create with this are almost limitless. Besides that, it can do everything ChatGPT does, but it has a stricter bias policy, making it sometimes less creative. A big benefit is that it brings AI into Google Workspace.
Claude	Claude can be interesting if you want to be more creative. It is’ good at presenting data in an easy-to-read manner, including diagrams and charts. Use it to understand lengthy supplier agreements, itineraries or government advisories and receive clear, actionable summaries. Quickly identify key details, like payment terms or regulatory changes, without needing to comb through pages of text manually.
Microsoft Copilot	Microsoft’s Co-Pilot, which is part of its 365 packages, is integrated into all the office applications. Create AI-powered budgets, itineraries and proposals directly in Excel, Word and PowerPoint.
Perplexity	Perplexity is created as a smart search engine and a competitor of Google. It is good for research and helps to stay up-to-date on travel regulations, emerging market trends or what competitors offer by analysing them when you ask to. It presents content from the web pages it finds in several ways, like summary, highlights, source citation and help asking the right follow-up questions.
Copywriting and Text Generation
The benefit of using copywriting tools compared to the AI assistants above is their built-in templates, tone-of-voice assistance for unique content, and ability to quickly generate content for different audiences—tasks that need to be done manually in the AI tools above. With these tools, it’s easy to create aligned and targeted content for all your marketing communication.
Rytr	Generate catchy captions, compelling ad copy and short blog posts to promote your tours across digital platforms.
Jasper	Load your brand assets and product details to generate tailored marketing campaigns at scale, including emails, landing pages and social media posts.
Writer	Maintain a consistent, professional tone in all communication, from automated emails to website copy, ensuring your brand always sounds cohesive.
Grammarly AI	Help your team write faster and more confidently while keeping a consistent brand voice. Perfect for creating itineraries and emails.
Design and Multimedia
Canva	Design brochures, flyers and social media graphics with easy-to-use templates, AI-assisted suggestions and a consistent brand.
Pictory	Turn tour photos and testimonials into short promotional videos to share across your social media channels.
Visme	Create interactive itineraries or sales presentations with professional visuals for potential clients and partners.
Productivity and Automation
Fireflies	Automatically record and organise meeting notes, making sharing summaries with your team easy. Use AI to summarise meetings, saving time and keeping everyone aligned. When you record and save all your meetings and put them in a central place, it’s easy to let AI analyse patterns or ideas mentioned in meetings. Good ideas often get lost in meetings, and AI can help resolve this and help accelerate innovation in your company. You could also think about automatically sharing important outcomes or actions with people who were not in the meeting.
Notion AI	Streamline workflows, manage projects and build an internal knowledge base to store key business information. Use AI to extract details about your stored data quickly.
Reclaim AI	Efficiently manage your schedule by allowing Reclaim AI to prioritise and auto-schedule tasks and meetings. Ensure that important activities are planned in appropriate time slots.
Sales and Customer Service
Chatbase	Chatbase lets you create a custom chatbot that instantly answers customer questions using your business’s information, saving time and improving customer satisfaction.
Hubspot	A complete and integrated AI-powered platform that integrates sales and marketing functions, helping to manage customer relationships, automate communication and analyse customer interactions to improve service quality.

Tips:

• Test new AI tools during a free trial period with predefined tasks, like using ChatGPT to write tour descriptions or Canva to create social media posts.
• List your three most time-consuming daily tasks and select an AI tool to address one of them. For example, if you spend hours answering basic customer emails, start with a customer service tool.
• Read user reviews on platforms like Capterra and G2 to see how other businesses rate different AI tools and identify potential challenges before purchasing.
• Choose AI tools that already understand travel industry terms and concepts. When testing them, try tasks like creating itineraries or answering common tourism questions to evaluate their performance.
• Calculate the tool’s value by comparing its monthly cost against the time saved. For instance, if a tool costing $50 per month saves you five hours of work each week, it’s a good investment.

8. Prepare for the Future of AI in Tourism

The future of AI in tourism is exciting; it will change how people work, how customers will communicate with your business, and how we all will experience travel. The changes brought by AI are more intense than most inventions. The widespread use of AI will lead to system changes, as we also saw with the arrival of the internet and mobile phones. Think about how knowledge and information became accessible in remote parts of the world. The change mobile finance brought to communities. Or the ability of tourism SMEs to reach their customers directly across the world without the need for an intermediary. 

Figure 10: Digital White Board in a remote school in a small village tucked away in the Annapurna Mountain range of Nepal

Source: Guido van de Graaf

However, not all travellers do direct business with tourism companies abroad. This is mostly because of convenience, trust and people’s fears that something might go wrong. Where convenience might be further solved with AI, fear and trust are barriers that are more difficult to bridge. 

The forecast is that almost everyone will eventually use AI to make their lives easier. According to Statista, the number of Users of AI tools in the EU in 2030 will be around 50% of the population. Big corporations like Microsoft, Google and Apple will all add AI to their mobile phones in 2025, and AI is popping up in more software we are using and devices like TVs and home speakers, leading to the organic spread of users.

AI will support, enhance and improve personal and business decisions and human creativity for these users. Letting AI run parts of our lives independently means a significant shift in trust and habits that might take a long time, as we can also read in this article where a user of Meta AI glasses struggles using it. Humans also have higher expectations from technology; we forgive people when they make mistakes but expect technology to be flawless. A reason why self-driving cars have already been on the roads for several years but are still not allowed to drive in most places. 

AI developments are also going faster than most people and organisations can keep up with. Average humans are not flexible enough to absorb the changes and adapt to the radical new ways of working with and interacting with artificial intelligence this fast. The same counts for most organisations; change goes slow and step by step. We can’t implement new working methods every other month, but AI systems learn fast and will create constant improvements available for people to use. This could mean that organisations that find a way to adapt to these changes have opportunities to come up.

Predicted massive disruptive changes, like humans getting more free time to travel and robots doing all our work, might take much longer than AI leaders expect. Nor is it likely that everyone will become jobless; the new opportunity to go from segmentation to hyper-personalisation will create more work and more opportunities for those companies that carved themselves a unique niche. Different types of consumers will want different ways for companies to interact with them. As a result, tourism companies need to develop strategies on how to communicate with and serve customers who want to use technology in different ways. 

To adapt as a tourism professional and organisation, you must stay flexible and open to new ideas, be willing to keep learning, and consciously try to break old habits and replace them with smarter ones if available. 

While younger generations often adapt quicker to technological changes, they may lack the foundational knowledge and experience necessary to ask the right questions or improve the responses of AI compared to tourism experts from older generations. Creating a balanced team that understands both worlds could give a competitive advantage. 

Key trends shaping the future of AI in tourism

• Language models are now multimodal. This means that we can move away from text input and talk with AI systems like we do with Alexa and Google Home, and even better, talk to an avatar on a screen that can also observe your emotions and actions. Communication with AI will feel like communicating with a human, with the benefit that AI has unlimited patience and will ask questions when you are unclear, making it easy to instruct and work with them.
• AI agents and automation: AI agents are autonomous tools capable of complex tasks. They can go online, click buttons on websites and fill in forms just like humans do. AI Agents can code their own software solutions, creating dedicated tools to solve any problems they encounter. The idea behind agents is that you can solve complex tasks with a tool by giving instructions in a natural way. Solutions could be virtual assistants that plan trips, update schedules and manage bookings automatically.
• Automation through recording: Tools like Google AI Studio make it possible to record and then replicate all actions people perform on a computer in a way we know from recording macros in Microsoft Office. It can record how you navigate the internet, enter data into a CRM, send your email, etc. This means that AI can analyse very quickly which tasks are repetitive; after seeing this twice, and it could take over the next time this task occurs. Many human tasks on computers can be automated when such systems record over longer periods of time. The loose tech for this, like recording in Google AI Studio and letting AI click on website buttons with Axiom, is already available; the question is how people will implement it and whether employees will be willing to share what they do with such systems. As a company, you need to start thinking about how we learn together with such AI systems and how we, as a team, all benefit from this.
• Hyper Personalisation as the future standard: AI will revolutionise personalisation by combining customer data with tourism organisations’ product range. AI tools will communicate one-on-one with customers, while websites may adapt completely based on who is viewing. Additionally, digitally enhanced travel experiences can adjust to individual preferences and behaviours in real time. The technology to do this already exists; the output quality currently stands at about 75%-80% of a human level, and needs to reach about 95% or higher to become widely accessible. Businesses will then be able to offer ultra-tailored recommendations, itineraries and services that elevate customer satisfaction and loyalty.
• AI reaching Human expert level: OpenAI and Claude’s CEOs assume that AI will reach human intelligence expert levels in 1 to 3 years. This means a lot of tasks can be done better by AI than by humans. This might take longer, and we have seen more hypes like, for example, the internet bubble, where CEOs were way too optimistic about worldwide change. As a tourism professional, this means you need to start thinking about the impact of this on the world around you. Follow thought leaders like Peter Syme for the latest insights to help you understand the impact.
• Changing user interfaces: Websites and systems will be more user-friendly and allow people to interact with them using text, voice or video calling.
• Global Reach Available for more people and companies: AI can facilitate the sharing of local rural experiences and products with the world, enabling tourism businesses in these areas to reach a global audience even if they don’t speak English. Local stories, products and culture can be promoted without the need for an extensive network or marketing skills.
• Connected travel services for better customer experiences: AI will help to seamlessly link travel services like flights, hotels and activities.
• AI will make virtual reality (VR) and augmented reality (AR) more accessible: AI will make the creation of virtual experiences cheaper and more realistic. VR and AR let travellers virtually explore places before visiting or experiencing a location as it was 100 years ago.
• Running AI systems on your own network: We are starting to see the first people using AI systems on their local computer networks; Meta, for example, sourced its AI Llama model, and there are more companies doing this and or letting their AI models run locally like Microsoft with Phi.  And recently, the world has been shocked by the open-source model of DeepSeek, which is free for everyone to download. Running an AI model on your own network allows for a full fine-tuning of the model towards your organisation’s needs and requirements and could solve privacy and security issues related to sharing your data with models like ChatGPT that use the Internet and take your data to their servers. At the moment, running your own AI system is complicated and technical, but this will become much easier in the upcoming years and doable for the bigger tourism companies and destination management organisations.
• AI will join the workforce alongside human colleagues: AI colleagues will participate in meetings and be a part of teams as if they were human. Some may take the form of humanoids, which are AI-powered robots serving customers, as already seen in some restaurants and hotels. These robots are becoming surprisingly affordable even for SMEs making them cheaper alternatives than humans.

Figure 11: An article on Forbes.com in January 2025 introduces companies and costs of humanoid robots

Source: Forbes

Challenges to anticipate

Tourism is big about interacting with humans; you want to balance automation with a personal touch. Human interactions without any tech might be very attractive to some, offering a way for businesses to stand out.

Consider per use case whether a human enhances an experience and where tech can be a better solution. 

Be aware of AI misconceptions: while AI can do great things, it is important to focus on tools that have a clear, proven benefit and avoid getting caught up in unrealistic expectations.

Be careful about AI charlatans: companies will try to make fast money, and we offer much cheaper solutions than competitors. These might not be very reliable, especially when there are few human-written reviews. Also, train your team to recognise AI-caused fraud; it’s relatively easy to clone voices that might trick you into something. 

Ethical considerations: Protect customer data and be transparent about how AI is used to build trust with clients and partners.

Peter Fabricius / Bonfire and Guido van de Graaf / VTP Digital Marketing carried out this study on behalf of CBI.

Please review our market information disclaimer.