AI ~ Helpful tool or slippery slide to the end of travel advisors?

That’s the question I’ve been asking myself a lot lately. Watching the travel industry embrace the tools has been fascinating. Easily one of the most revolutionary assets to the industry since the invention of the internet. 

That being said, the internet was a complete shift in the industry, and not everyone believes it was for the best. Yes, some are dinosaurs and resistant to change, some may say that about AI as well. I’ve definitely had to check myself for that thought process recently as well. Is it just that I’ve become that cranky ‘old lady’ who says “back in my day we didn’t do it that way” or are there genuine reasons for concern? (Ironically the music playing while I’m writing this is Counting Stars, and the lyric that popped out just now was “Old, but not that old” so I hear you universe) 

AI is a tool - if you use it to replace yourself, you can’t then question why you got … replaced. 

We hear all the time about everything amazing that AI can do for you in business, from helping to reduce your administrative time, to data analysis to research. Yet we don’t hear often enough about the darker side of AI. That’s what we’re talking about here. 

Does AI understand humans? Like Really understand them?

We’ve all encountered that person that has the social skills of a tree branch. They’re just there, they sway with the breeze or in whatever direction the conversation is going. They lack the empathy that goes beneath the surface and offers basic platitudes, but they never build a connection with you. 

They don’t seem to get what you’re really saying. As humans we all crave to be known and seen. And while yes there is some that believe that AI is their significant other, there was a recent article about a gentleman who had fallen in love with their AI partner, it’s simply not. They don’t hear those moments when you pause. They don’t recognize that moment in the conversation where your voice trails off because you’re not sure you should say or ask what you really want to ask. 

Have you ever seen something you knew was fake?

AI happily will tell you that what is on the internet is real. Conspiracy theories come through like fact with AI. Worse yet - even by AI’s own admission AI can hallucinate (make up facts) or pull outdated and incorrect information. 

When using AI absolutely everything should be fact checked. Even within AI I’ve asked it “is this accurate” to be given a response of “actually no, this would be more accurate” and then I’ve responded with “are you sure, this doesn’t seem right” and it’s responded with “good catch, this is actually the real answer”. Imagine you were using AI for a entry requirements and found out they were either hallucinating or pulling outdated information. In today’s world, things are moving at a breakneck speed in terms of country restrictions and warnings.
“Advisors NEED to fact-check and verify any AI-generated info before using it.” (That’s a direct quote from chatGPT when asked what do travel advisors need to know when using AI)

Loss of your brand or personal voice

It can same like the ultimate game changer to no longer have to come up with your own social posts or to write your website copy. That sounds great on the surface, but then there’s the flip side in that no matter how well you “train” your bot, you will drain away your own voice, and instead create bland, generic content that sounds just like everyone else. This doesn’t happen all at once, it takes time for that to take effect.
Clients who choose to work with an advisor, choose to do so because you’re you. The faster you drain your own voice from the conversation the faster you become forgettable and blend in. Give clients your voice, your personality, your perspective, your unique value that only you bring to the table. 

Legalities of AI

If something you got from AI turns out to be wrong, clients can’t sue AI, but they can definitely sue you!
You are responsible for the content you’re putting out. The information you’re relaying and the information you’re giving. If that information is incorrect or causes harm to a client, YOU are liable, not your AI. As travel advisors lean more into depending on AI and less on independent fact checking, you run the risk of being legally responsible for misinformation. 

AI isn’t terrible, in fact it’s a great resource (I use it nearly daily) that can help you to build and grow your business, but ensuring you use it in balance with your own voice, your own common sense and independent fact checking it can be a great tool. Just as you wouldn’t turn over every element of your business to your unpaid intern, don’t turn over your business to AI. 

Ultimately, the most important asset in your business is your ability to connect human to human with your clients. When you lose that you’ve lost the game of business.