Providers of service can utilize AI technologies to help them in creating better marketing strategies by personalization and recommendations. Personalization is a key tool which means personal tailored tourist offer. Because of machine learning wast amounts of data can be analysed quickly enabling providers of tourism services to respond immediately based on the insights gained from that analysis. Furthermore, AI powered applications can provide recommendations and suggestions of tourist services and offer in particular destination, depending on the behaviour of tourist. These technologies have the ability to target tourists with personalized content and experiences across websites and mobile platforms. It is assumed that this in future will include facial recognition of returning tourists, tracking of their journey to optimize functionality.8 Secondly, AI can assist in researching and seeking the information. Technologies that are designed to improve these experiences for tourists include in first line chatbots and virtual assistants. Chatbots are designed to simulate conversations via text or orally and can handle wast amounts of tourist inquiries, updates about journey and can provide informations more rapidly than human. Here also virtual reality and augmented reality might be included which can provide tourist experience in simulated environment, for instance journey simulation in a fully simulated environment.9 In the purchase stage AI can assist with dynamic pricing, because on websites tourists can quickly compare prices of different offers across the globe and provide them with better deals, because it opens a space for personalized price changes. A notable example in tourism are airlines applications that determine flight prices based on the destination and the season in which the traveller is flying. Dynamic pricing can also involve adjusting prices based on a customer’s browsing history and purchasing patterns, which provides an opportunity for providers to adapt quickly to changing marketing trends. Finally, AI can be utilized in phases of delivery or service. For instance, AI powered autonomous vehicles can optimize and reduce costs. Examples include fully autonomous, all-electric Ubers called „Waymo “. When a Uber customers request a ride, they can choose a fully autonomous Waymo Driver directly through the Waymo One app, available to the public in Metro in Phoenix, San Francisco and Los Angeles.10 8 Charles Kerrigan, Artificial Intelligence, Law and Regulation, Edward Elgar, 2022, p.330. 9 Ibid. 10 See more at: https://waymo.com/blog/2023/10/the-waymo-driver-now-available-on-uber-in-phoenix/ 98 MILANA RANKOVIĆ | JAKŠA VUKOVIĆ
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