Over the past two years, Generative Artificial Intelligence (Generative AI) has moved to center stage in the travel industry. Alongside more established versions of Artificial Intelligence (AI), the technology is expected to continue to have a significant impact on our sector in 2024 and be among the most disruptive over the coming year.
However, as appreciation of its potential grows, so too does awareness about potential risks and challenges. Concerns around data privacy, intellectual property and cybersecurity proliferate.
Today at Amadeus we are working to balance the two, ensuring we capture the benefits of these new technologies, bringing them to our partners across the travel ecosystem, while doing so in a way that is safe for all.
In response to the changing landscape, we have been structuring our internal operations to do just this. Today we work to maximize the value of AI and Generative AI for our own teams and those of our partners, while also putting safeguards in place.
As a result, we are well-positioned to lead the way in harnessing the power of this new technology for the travel industry. Below we explore the topic in a little more detail.
Understanding the risks
Alongside a desire to drive innovation across our sector, Amadeus is working to understand and address the potential risks surrounding the deployment of AI and Generative AI.
For example, what are the concerns around the proliferation of false information? How much should we worry about the use of Generative AI resulting in bias and discrimination? What safeguards do we need to put in place to prevent the unintended sharing of sensitive data, trade secrets and intellectual property with third parties?
Must we also watch for any potential hallucinations (for example, a confident response by an AI chatbot that is not justified by training data) in any created content, or even cybersecurity risks?
These are all legitimate concerns – and at Amadeus we are moving quickly to address them. The more we understand and explore these risks, the more we can do to guard against them.
Responding appropriately
We are a responsible company within the travel ecosystem, and our use of AI and Generative AI will be guided by the principles of fairness, reliability, privacy, transparency, accountability and sustainability.
With these values in mind, we have established an AI Office and an AI Use Case Review Boardto offer oversight and structure to our internal projects using this technology. These bodies will support the adoption of AI tools by providing appropriate training and working to mitigate concerns by reviewing multiple use cases and undertaking risk assessments.
By adopting the right framework internally, we can extend our impact externally, maximizing value for our partners across the industry.
All of our AI technology is designed following Amadeus’ AI Ethics Principles in order to ensure transparent and responsible use. In addition, to mitigate concerns and ensure we have a trusted, data-secure way to take advantage of these technologies, Amadeus has adopted a Workplace Policy to provide guidance on the use of Generative AI.
We are also working closely with partners, including industry associations such as the Spanish Association of the Digital Economy, Adigital,to use an algorithmic transparency standard that aims to reinforce trust in these systems and technologies.
In the longer term, we welcome legislation to protect fundamental freedoms and encourage responsible development of AI and Generative AI, while ensuring innovation is allowed to flourish for the benefit of the industry and the traveler alike.
When it comes to adopting new technologies, including Generative AI, our customers, partners and wider industry stakeholders can trust us to proceed with a balance of innovation and caution. We will drive adoption, while simultaneously ensuring compliance with a rapidly-changing legal framework, helping to mitigate risks.
With these measures in place, Amadeus can enhance transparency and safeguard trust, helping to safely foster the adoption of these new technologies across the travel ecosystem.
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