More customers are availing themselves from user-friendly, interactive dialogue systems to resolve queries and/or to finalize their online transactions. Frequently, chatbots are helping them before, during and after they have completed their purchase. In many cases, online users are required to share personal and sensitive data with them. Less than 15% of online consumer queries require human intervention. This small proportion of consumer cases may usually involve complex queries including complaints that have to be handled by human agents. Very often, online users are communicating with AI technologies without even knowing. Recent research indicated that more chatbots (as opposed to human customer services representatives) are on the other end of the line, replying to the consumers’ questions.26 Good example of using chatbot is Montenegro’s national airline. This company is using a chatbot named Lia, developed by CodeGen. Lia is able to handle more than 80% of conversations without human interaction. Available as a text or voice chatbot, Lia supports advanced context awareness for “human-like” conversations.27 This example also shows that small companies can achieve significant benefits from AI. The largest number of museums in Montenegro is located in Cetinje. It is the old royal capital of Montenegro and can be called a city-museum. During this research, we believe that Cetinje can adopt the practice of cities such as Padova. This Italian city is using a MEB – all museum offers in one place. The MEB is a web portal that gathers all the museum offers of Padova. Users can find information, booking and ticketing, displays of collections, artworks, and main features of each museum. It is integrated with the management system of MABI catalogues of cultural heritage.28 Furthermore, the famous hotel operator Dorchester Collections used an AI to gain vital insights into guest needs and preferences. The AI analysed over 7,000 guest reviews using cognitive computing and machine learning. After this exercise, the hotel was able to make changes to the menu to satisfy more guests.29 It is worth mentioning that small destinations like Montenegro should utilize blockchain technologies. Blockchain can facilitate the execution of smart contracts, improve the tracking of available accommodations and streamline transportation from the airport to hotels. fit-cost analysis, https://www.um.edu.mt/library/oar/bitstream/123456789/105032/1/Chatbot%20recommender%20 systems%20in%20tourism%20-%20A%20systematic%20review%20and%20a%20benefit-cost%20analysis.pdf p. 3 26 Ibidem 27 https://www.msp-channel.com/news/59445/ai-chatbot-lia-deployed-for-montenegro-airlines-by-codegen 28 https://smart-tourism-capital.ec.europa.eu/system/files/2023-02/2023-leading-practices-in-smart-tourism.pdf , p.56 29 https://startups.epam.com/blog/artificial-intelligence-in-tourism-and-travel-industry 103 THE POTENTIAL OF ARTIFICIAL INTELLIGENCE IN MONTENEGRIN TOURISM
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