Oneworld already uses artificial intelligence in one of its programmes

16-07-23

Generative artificial intelligence chatbots, such as ChatGPT, quickly took the travel industry by storm. When the technology's factual shortcomings and potential bias were discovered, companies developed add-ons or other solutions.

But now that the industry wants to move from a sudden romance to a more serious relationship, it faces the same dilemma as all the romantic comedy heroines created by Hollywood: How do you match the seductive huckster with the smart, reliable - if a little dull - guy who will always be honest?

In travel, as in romantic comedies, you have to go around the world to try that mix, which is just what the Oneworld airline alliance is trying to do by incorporating generative AI into its signature Round the World ticketing process. The alliance includes more than a dozen airlines such as American, British Airways, Iberia and Qatar.