生成人工智能是酒店客户体验的游戏规则改变者

GENERATIVEAIISAGAME-CHANGERFORHOSPITALITYCX GenerativeAIheraldsaneweraofhospitalitybyhelpingcompaniescraft morepersonalandseamlessexperiencesfortravelersandguests. 02 Thehospitalitybusinessisallaboutcreatingexcellentandmemorablecustomerexperiences.Hotelswanttolearntheirguests’habitsandpreferencessotheycancreatelastingexperiencesfromthetimetheyplantheirvisit,throughthedurationofastay,andbeyond.Now,generativeAIispoisedtotransformthosecustomerexperiencesthroughitsabilitytolearn,adapt,andcollaborateinwaysthatwereoncereservedforhuman intelligence–andhospitalitycompaniesareexploringwaystoembracethisgame-changingtechnology. WhilegenerativeAIhasgainedprominencethroughpubliclyavailableapplicationssuchasChatGPT,newenterprise-classsolutionsarereadytohelporganizationsleveragetheircustomerdatalikeneverbefore.This willdrivebetter,morepersonalizedexperiencesforguests,resultinginstrongerbrandloyaltyandmorerepeatbusiness. Thistechnology’shugepotentialmeanseveryhospitalitycompanylookingforcompetitiveadvantageswillbeexploringgenerativeAIandtestingitspotentialusecases.Thewinnerswillbetheenterprisesthatactquicklytoestablishtheirleadershipinthisneweraofhyper-personalizedcustomerexperience(CX). ENHANCINGGUESTEXPERIENCES 03 CompaniescanapplygenerativeAI’scapabilitiesacrossthecustomerlifecycleandCapgeminihasidentifiedseveralusecasesforthehospitalitysectorthatbestexploitthetechnology’sstrengths.Theseinclude: quicklyanddynamicallygeneratingmultimedia-basedcontentsuchasmarketingcampaignsoroffers,allpersonalizedtoeachcustomer; usinggenerativeAI-poweredchatbotsthatinteractwithguestsinamorenaturalandempatheticmannertoprovidesuperiorself-servicesolutions; leveraginginsightsfrompreviousinteractionswiththeguesttocreatepersonalizedrecommendationsforrestaurants,entertainmentvenues,activities,orotherexperiences; actingasareal-timetranslatortoremovepotentialcommunicationbarriersforinternationaltravelers; connectwithothertechnologytomakestaysmorecomfortable,likesettingtheroomtemperature,providingkeylessentry,andorganizingin-roomentertainmentpreferences;and analyzingcustomersentimentsandassistinghoteloperationstoimproveengagementstrategiesandcustomerissues. Foralltheseusecases,generativeAIusesnatural-languageconversationstobettercollectandanalyzedataaboutcustomersandtheirpreferences.BecausegenerativeAIlearnsfromeachinteraction,itsabletocontinuouslyimprovethecompany’sabilitytodeliverpositivecustomerengagements. ENTERPRISESMUSTEXCEEDESTABLISHEDEXPECTATIONS 04 AchievingpositiveengagementwithgenerativeAIcomeswithitsownsetofchallenges.Unlikealmostanyothertechnologydevelopmentinthepastcoupleofdecades,consumersacrossallagegroupsanddemographicshavequicklyembracedgenerativeAI.AndpeoplehavealreadydevelopedsignificantexpectationswithregardtoAI-enabledexperiences.As theCapgeminiResearchInstitutediscoveredwhilepreparingitsreportWhyconsumerslovegenerativeAI,86%ofthoseaskedwerefamiliarwithpublicmodelssuchasChatGPTandDALL-E,including51%whohadactuallyusedthemto createcontent.Thecombinationofthegeneralpublic’shighexpectationsforAIandcustomers’highstandardsforinteractionswithhospitalitycompaniesmeansorganizationsmusttakeextracareincraftingtheirstrategy.Itmustbeproperlyimplemented,supported,andmonitoredso itconsistentlydeliversthetypesofsuperiorcustomerexperiencestheirguests’desire.