The 2023 theme will be Sapiens – Humans meet AI.

In the new scenarios outlined by powerful Artificial Intelligence software, generative AI and Chat GPT in particular, a deep revolution is underway with strong economic, social and ethical implications. The travel industry may never be the same again.

• Travelers can already talk with the system and obtain responses in natural language.
• The relationship with traditional search engines may definitely change.
• Among the first released plugins are those with major tourism players, which allow to find information from their databases, organize itineraries and proceed to bookings.

Many jobs, even in the travel sector, can be efficiently performed by advanced artificial intelligence technologies. 

The risk of bewilderment is high:

• What is the timing of this revolution?
• What are the spaces for intelligence and human interactions?
• How will the concept itself of “relationship” evolve?

In the current debate, which is more polarized on the conflict between artificial and human intelligence, we have instead imagined BTO as a journey that overcomes the contrast between the two elements.

We will focus on the human factor, Sapiens, which is still a key aspect, above all in tourism, but also on the deep knowledge of the change which is taking place, to help operators navigate between opportunities and risks.