The more AI enters tourism, the more clearly we see why guests still look for humans

Scientific paper questions AI recommendations

Photo: aditya bhatia, pexels

Author  Goran Rihelj

13. July 2026.
The travel industry is investing billions in developing artificial intelligence that should be as human-like as possible: understanding a guest's needs, offering personalized recommendations, and guiding them throughout their entire trip. But new research turns the question in the opposite direction. Instead of analyzing what AI still needs to learn, it tries to determine what travelers think it lacks precisely because it is not human. The authors highlight...
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Author  Goran Rihelj

13. July 2026.