TUI is taking a bold step forward by integrating ChatGPT into its mobile app, signaling a strategic move to explore the potential of generative Artificial Intelligence (AI). What originally began as a tech experiment led by three TUI tech engineers, in collaboration with the app product teams, has now evolved into a pioneering pilot program within the TUI app in the United Kingdom. This innovative feature enhances customer interactions by providing insightful responses regarding vacation destinations and personalized recommendations for excursions, activities, and attraction tickets. Depending on the level of detail provided by the customer regarding their preferred experiences, be it culinary adventures, thrilling excursions, or cultural visits, the app generates a refined and relevant shortlist featuring descriptions, images, and links to suggested activities. Customers can seamlessly book these experiences directly through tuiexperiences.com via the mobile app.
Sebastian Ebel, CEO of TUI Group, highlights the significance of embracing technological advancements: “Technologies such as generative Artificial Intelligence are profoundly impacting our lives, and TUI is actively embracing the opportunities they offer. ChatGPT technology simplifies processes and enhances service accessibility for customers. Our aim is to be at the forefront of leveraging these new technologies and actively shaping the future of the tourism industry.”
The inclusion of ChatGPT in the mobile app is part of a broader initiative by TUI to integrate AI features throughout its business operations. TUI’s approach involves nurturing internal expertise and capabilities across the organization in collaboration with strategic cloud partner AWS and other third-party entities. To facilitate this initiative, an internal TUI AI Lab has been established, serving as an open platform to provide guidance, support, and training to all TUI colleagues. Recently, ChatGPT training has been introduced to foster a deeper understanding of AI’s challenges and potential within TUI and the travel industry as a whole.
Pieter Jordaan, Member of the Group Executive Committee & Chief Information Officer of TUI Group, underscores the transformative power of generative AI: “Generative AI is reshaping the way customers search for and engage with TUI. We remain committed to testing new technologies that offer benefits to our customers and employees. Building upon our extensive experience with machine learning and artificial intelligence already integrated into our technology platform, this pilot will provide crucial insights to further develop this innovative feature.”
TUI is actively conducting additional trials employing generative AI tools. These trials encompass post-holiday customer communications, automated analysis of knowledge bases to support contact center teams, content language translation, as well as other applications that facilitate TUI’s technology teams in code creation and testing.
It’s important to note that customers using ChatGPT within the TUI mobile app can rest assured that their data remains confidential and is never shared. Moreover, developers have implemented stringent measures to minimize inappropriate responses. As this feature is in its pilot phase, ongoing feedback collection ensures that TUI’s high standards are consistently met.
