Travelmaker TUI has said that it is bringing OpenAI’s ChatGPT generative AI chatbot to its mobile app in the UK.

TUI, the world’s biggest tour operator, on Thursday said that the pilot programme will provide customers with “informative responses about holiday destinations and personalised recommendations for excursions, activities and attraction tickets."

Utilising the conversational model of ChatGPT, customers can provide details about the type of experience they want and the app will provide a "more refined and relevant shortlist of descriptions, images and links for suggested experiences" which can then be booked directly with TUI.

The company said that it had developed an internal TUI AI Lab to drive the initiaive, along with offering ChatGPT training to staff.

Sebastian Ebel, chief executive officer of TUI Group, said: "Technologies such as generative Artificial Intelligence are influencing our lives and TUI is embracing the opportunities this provides. ChatGPT technology can help to simplify processes and services for customers or make information more easily available. Our goal is to be a leader in the use of new technologies and to actively shape the future of tourism.”

Pieter Jordaan, member of the group executive committee and chief information officer of TUI Group praised the generative AI technology of ChatGPT, and said that the company continues "to test new technologies that bring benefits to our customers and employees."

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