Deloitte: We need a cautious approach to AI

The sudden accessibility of generative AI has produced huge excitement but also concern, not only in travel

Deloitte director and digital and analytics consultant Ellena Ronca-Thompson told the Travel Weekly Future of Travel conference: “I’ve been working in data for 20 years and this was the first time that people wanted to talk about data.”

The need for caution in using generative AI stems from the underlying structure, Deloitte director and digital and analytics consultant Ellena Ronca-Thompson told the Travel Weekly Future of Travel conference.

Ronca-Thompson explained: “You have the computer power which has made it possible, the data underlying it and the large language models [LLMs] consuming the data. Issues come up where the data underlying the model is inadequate or the model generates content that doesn’t exist."

“We’re still having to train the models to get more deterministic answers” – meaning answers determined by the parameters and values set by those operating the model. “You want to make sure you’re not getting model creep [or] data creep and you’re not introducing bias.”

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