One-third of global consumers consider themselves AI enthusiasts
The latest research from Booking.com finds that over one-third (36%) of respondents consider themselves AI enthusiasts, curious about the potential of artificial intelligence. 69% believe that artificial intelligence will make life easier, 51% feel it saves time and energy, 40% think it improves productivity, and 48% believe it expands learning opportunities.
Latin America and the Asia-Pacific region trust AI information the most
Consumer attitudes towards artificial intelligence show significant regional differences. Latin America (LATAM) leads the world in enthusiasm and familiarity, with 98% of respondents excited about artificial intelligence, followed closely by the Asia-Pacific region (APAC) at 95%, demonstrating the highest willingness to integrate artificial intelligence into daily life.
On the other hand, North America (NORAM) and Europe and the Middle East (EME) are regions with a skeptical attitude, where their stance towards artificial intelligence is more cautious and distrustful. Globally, although 77% of respondents have at least some trust in artificial intelligence, nearly a quarter (23%) of respondents rarely or never trust the information it generates; the distrust levels are highest in these two regions: 32% in North America and 29% in Europe and the Middle East. Consumers in these regions are also more likely to fact-check the information output by artificial intelligence, highlighting a growing demand for transparency and reliability as the application of artificial intelligence grows.
Only 6% of consumers fully trust artificial intelligence
Artificial intelligence has deeply integrated into daily life, with 98% of people using AI searches, 86% using streaming media recommendations, and 77% using generative AI tools. However, the lack of humanization in artificial intelligence has raised questions. 35% of people will repeatedly verify its output results even if they trust the technology: 42% will fact-check, and 29% sometimes do so. Only 6% of consumers fully trust artificial intelligence.
This hesitation draws a clear line: most people are not yet ready to hand over all decision-making authority to artificial intelligence. Only 12% of people feel comfortable with independent decision-making by artificial intelligence, 25% remain uncertain, and 10% feel very uneasy, refusing to trust artificial intelligence without human approval. The greatest opportunity lies in positioning artificial intelligence as an assistive tool that enhances rather than replaces human judgment.
AI trip planning will become mainstream
Artificial intelligence is rapidly becoming a central part of the travel experience, with 65% of consumers expecting AI trip planning to become mainstream. Two-thirds (67%) of consumers have already used artificial intelligence in some aspects of travel, with nearly all consumers using it for trip planning during booking (98%) or utilizing artificial intelligence tools while traveling (96%). This not only reflects the growing reliance on artificial intelligence tools but also shows travelers' open attitude towards using AI to enhance their travel experiences.
When planning trips, travelers most commonly use artificial intelligence to research destinations and optimal travel times (38%), find local experiences or cultural activities (37%), and obtain restaurant recommendations (36%). Notably, the survey shows that AI assistants have become a more trusted source of travel planning information than colleagues (19%) or opinion leaders (14%) at 24%.
During their travels, artificial intelligence tools are most commonly used for translation functions (45%), destination activity suggestions (44%), restaurant recommendations (40%), and navigating unfamiliar places or transportation systems (40%). After returning home, 38% of respondents indicated that the primary use case for artificial intelligence is photo editing. Among them, people in the Asia-Pacific region prefer using translation functions, with as many as 95% expressing willingness to use AI planning throughout their travels in the future.
66% of travelers are aware that artificial intelligence makes travel easier and more efficient, and in addition, they strongly hope that artificial intelligence will become a beneficial force. Most travelers (71%) highly appreciate the recommendations generated by artificial intelligence, which can help them avoid crowded destinations or peak travel times. Travelers are increasingly concerned about community impacts, with 60% hoping that artificial intelligence can highlight experiences that benefit the local attractions they visit.
James Waters, Chief Business Officer of Booking.com, stated: 'Generative AI represents one of the most important technological transformations of our time, fundamentally reshaping how consumers interact with the world around them. As this technology matures, it not only changes how companies like ours anticipate and meet evolving customer needs but also raises travelers' expectations for every interaction.'
The full report can be read on the Booking.com website.
This article is reproduced with permission from: (Link News)
Original title: (Booking releases latest research, Asia-Pacific travelers most frequently use translation, trust full AI travel planning)
Original author: DW
'Booking's latest research: Asia-Pacific travelers most frequently use translation, trust all-AI travel planning' was first published in 'Crypto City'