While artificial intelligence (AI) is impacting travel marketing, the best use cases are still being determined.

AI-supported digital travel marketing can work—as long as it still has a human touch, according to Rob Torres, SVP of media solutions and retail partnerships for Expedia Group.

In October, Expedia Group released research that examined what content is driving traveler choice. The company showed participants a mix of non-AI-enhanced, AI-enhanced and fully AI content.

“A good percentage of the travelers really didn't mind, and actually, I don't want to say they preferred [it], but they did not mind the AI-enhanced content as long as it did have some human touch in it as well,” Torres said during an interview in the PhocusWire studio at The Phocuswright Conference.

As responses were positive, Expedia Group determined that content creation could benefit from some level of AI implementation.

While artificial intelligence (AI) is impacting&nbsp;<a href="https://www.phocuswire.com/phocuswright-new-agents-trend-series-travel-marketing-ai-search">travel marketing</a>, the best use cases are still being determined.
AI-supported digital travel marketing can work&mdash;as long as it still has a human touch, according to Rob Torres, SVP of media solutions and retail partnerships for&nbsp;<a href="https://expediagroup.com/">Expedia Group</a>.
In October, Expedia Group&nbsp;<a href="https://partner.expediagroup.com/en-us/resources/blog/crack-code-on-travel-content-science-of-wanderlust">released research</a>&nbsp;that examined what content is driving traveler choice. The company showed participants a mix of non-AI-enhanced, AI-enhanced and fully AI content.
&ldquo;A good percentage of the travelers really didn't mind, and actually, I don't want to say they preferred [it], but they did not mind the AI-enhanced content as long as it did have some human touch in it as well,&rdquo; Torres said during an interview in the PhocusWire studio at&nbsp;<a href="https://www.phocuswrightconference.com/">The Phocuswright Conference</a>.
As responses were positive, Expedia Group determined that content creation could benefit from some level of AI implementation.

A regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

A regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

In Phocus is a regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

In Phocus

Rob Torres, SVP of media solutions and retail partnerships at Expedia Group, discusses AI, social-led travel discovery and more in an interview with PhocusWire executive editor Linda Fox.

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