Big Lincoln is an AI chatbot mascot on Enjoy Illinois, the website run by the Illinois Office of Tourism. The organization launched this tool in June and has received over 8,000 messages from users since then. The same AI will soon power replies for the organization’s accounts on social media platforms like Messenger, Instagram, and WhatsApp. Illinois is among many destination marketing organizations that have integrated similar generative AI tools.
Brand USA recently hired a chief AI officer and is working on incorporating AI throughout the organization. Roush, the chief AI officer, believes that it is essential for DMOs to get ahead of the curve with AI technology. Despite initial pushback from some DMOs on adopting this technology, leaders in the sector are moving forward. There is a growing understanding that AI can have a significant impact on how travel marketing and planning are done.
The AI chatbot, Big Lincoln, is powered by GuideGeek, an AI trip planner developed by Ross Borden. Borden created GuideGeek as an OpenAI-powered consumer trip planner accessible through WhatsApp. The tool now provides booking links for flights, hotels, and tours, with an error rate reduced from 15% to 2%. The AI for DMOs is trained on content from each client website and prioritizes that content when answering questions.
DMOs like Visit Idaho, Visit RenoTahoe, and Destination Toronto have implemented GuideGeek-powered AI chatbots on their websites and social media accounts. These DMOs can view how users interact with the chatbot to gain insights into traveler interests. The chatbots operate in multiple languages and provide curated information based on each client’s website content. AI trip planning websites like Mindtrip are also developing similar services for DMOs.
It’s challenging to measure the return on investment for AI chatbot tools, similar to website updates and marketing campaigns. For Illinois, the focus is on engaging the next generation of travelers with quality interactions. The Illinois Office of Tourism sees their AI chatbot as just the beginning of what’s to come in terms of innovative technology. GuideGeek plans to spin out into a separate company and expand its staff.
The growth of GuideGeek includes plans to work with different hotel brands, airlines, and other companies in the travel industry. The AI trip planner is continuously evolving to provide more comprehensive travel planning experiences for users. The goal is to enhance the quality of engagement rather than focusing solely on quantity. DMOs like Enjoy Illinois are embracing AI technology to enhance their marketing efforts and stay ahead in the competitive travel industry landscape.
