AI in Travel & Hospitality CX: What Deserves a Human?
As AI becomes embedded across travel and hospitality, CX leaders face a crucial question: where can automation improve the customer experience, and where does human interaction still matter most? From removing friction and enabling greater personalisation to navigating trust, empathy and brand experience, getting the balance right is becoming increasingly important. The challenge is not simply deciding what AI can do, but understanding where technology genuinely adds value – and where human judgement, creativity and connection remain essential. Ultimately, the question may be less about where AI belongs, and more about what deserves a human.
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