The Impact of AI on Disintermediation Processes in the Tourism Industry
As an innovative technology, artificial intelligence (AI) leads to disruption and automation of almost every process and business model in almost any industry today. AI contributes to the process of disintermediation of value chains resulting in shrinking the producer customer links. The chapter examines the influence of AI on disintermediation in the tourism industry. It investigates the changes and transformation of the value creation process and marketing in the tourism industry affected by AI technology. AI could transform and revolutionize every segment of the tourism industry. Thus, it can make tourism more efficient, with new value added customer services. AI is considered an enabling tool for the creation of the so called "smart tourism" as a new age of tourism development. As a digital tool, AI enables the tourism industry to get insight into the customer, understand tourist profiles and provide consumers with personalized and niche travel experiences.