How Hilton came around to embracing AI

Expect AI to amplify the usefulness of the digital concierge in travel, but it's going to take time

Although Hilton has been using AI "in one form or another for many years," the company's CEO Christopher Nassetta indicated generative AI - offerings like ChatGPT that can generate text, images or other media - likely has less impact on travelers in the short term.

Key takeaways

• It's going to take a smart content strategy to get to the point where this digital concierge is smart enough to, say, know the exact right times to recommend the Waldorf Astoria in the Maldives to travelers planning a vacation;
• Further, generative AI in travel will likely take the form of offering highly personalized experiences at a greater scale, exploring guest preferences and complaints through the company's various data streams like messaging platforms and social media;
• "In 10 or 20 years, it'll be revolutionary in a whole bunch of different ways, but I think it's going to take time from my personal experience with it," Nassetta said.

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