Despite initial concerns regarding regulatory burdens, the implementation of the EU AI Act since August 2 is emerging as a strategic opportunity for the tourism industry. According to research by Nelios, the new framework for transparency and risk mitigation in artificial intelligence allows hoteliers to build stronger trust-based relationships with their guests.
Transparency in Communication and Content
The new rules set clear boundaries for the use of chatbots and automated content. Specifically:
- Chatbots: Guests must know from the outset that they are interacting with an automated system. While a bot may have a human name, it is prohibited from creating the impression that it is a hotel employee.
- Visual Material: AI-generated images and videos on websites or social media must be clearly labeled, clarifying that the final result may differ from reality.
As Dimitris Serifis, CEO of Nelios, points out, trust is the "ultimate currency" in hospitality. While software providers handle technical adjustments, hotels must choose reliable partners to guarantee a transparent experience.
Human Oversight and Decision Making
The regulation emphasizes that technology cannot replace human empathy. In revenue management, managers must be able to monitor and override automated pricing decisions. Systems are required to log the history and logic behind every price change to avoid regulatory and financial risks.
Finally, the use of biometric systems, such as facial recognition for check-in, now requires explicit guest consent and the provision of an alternative, conventional process, ensuring full protection of personal data.
