The Singapore Tourism Board (STB) has become the first tourism organisation in Asia to adopt OpenAI’s technology in a move designed to enhance visitor experiences and improve organisational and industry productivity.
An agreement between STB and OpenAI is expected to future-proof Singapore’s tourism sector, driven by Advanced AI.
STB will accelerate the adoption of Advanced AI across the tourism sector through OpenAI's capabilities, working with tourism businesses to deliver tailored recommendations, multilingual assistance, and enabling immersive storytelling.
STB said the use of Advanced AI will help deepen insights which could serve to refine destination marketing and product strategies, while supporting industry stakeholders in creating responsive services.
Under the agreement with OpenAI, STB will explore potential use cases to incorporate advanced tools and robotics within the tourism context, and evaluate their potential impact on the sector.
STB will further explore the scalability and potential trials with relevant partners within the sector.
OpenAI, is the company behind ChatGPT, and works globally with organisations to scale AI from concept to real-world impact.
Jordan Tan, chief technology officer, STB, said, “By leveraging OpenAI's capabilities, we envision AI as a key enabler in addressing productivity challenges and accelerating digital transformation across the sector.
“This collaboration aligns with our Tourism 2040 roadmap to prepare the industry for evolving technological advancements, laying the foundation for transformative changes in the travel industry.
“From helping businesses boost operational efficiency to enhancing visitor experience through greater personalisation and engagement, these initiatives will ultimately encourage repeat visits and advocacy for Singapore.”