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Phocuswright Research Explores Travelers' Comfort Using GenAI

January 29, 2024


Given the widespread knowledge and interest in using technologies like generative artificial intelligence, virtual reality and augmented reality among today’s travelers, travel brands should continue down the path toward integrating them into the ways in which travel can be planned, booked and experienced. In doing so, they should make a concerted effort to ensure that all interactions are safe, private and as convenient as possible.

In addition to travelers’ broad awareness of generative AI – and despite some of the “doom and gloom” scenarios about the potential dangers of the technology – a significant share of those who are aware of it report they would be extremely or somewhat comfortable using a generative AI tool to help them plan a trip.

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