Singapore Tourism Board has become the first national tourism organisation in Asia to adopt technology from OpenAI, according to officials.
An MoU has been signed between OpenAI – the organisation behind ChatGPT – and Singapore Tourism Board (STB) to apply Advance AI in driving the city state’s visitor economy.
Tourism chiefs say the collaboration will see STB accelerating the responsible adoption of Advanced AI across the tourism sector through OpenAI’s capabilities to enhance visitor experiences and improve organisational and industry productivity.
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Among the areas covered by the agreement STB will work with tourism businesses to deliver tailored recommendations, multilingual assistance and enabling immersive storytelling as part of its marketing drive.
“The use of Advanced AI will also help deepen insights which could serve to refine destination marketing and product strategies, while supporting industry stakeholders in creating responsive services,” STB said in a statement following the MoU signing
This marks the first adoption of OpenAI’s technology by a national tourism organisation in Asia, reinforcing Singapore’s position as an innovative destination that continuously pursues bold solutions while meeting the evolving expectations of global travellers.”
– Singapore Tourism Board
How to incorporate advanced tools and robotics into tourism will also be explored along with the potential impact on the sector. STB said it would also explore the scalability and potential trials with relevant partners within the sector.
OpenAI works globally with organisations to scale AI from concept to real-world impact. STB plans to incorporate OpenAI technology to prepare the tourism sector for an AI-driven future by benefiting from the latest advancements in the technology.
“By leveraging OpenAI’s capabilities, we envision AI as a key enabler in addressing productivity challenges and accelerating digital transformation across the sector,” said Jordan Tan, STB’s chief technology officer.
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“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,” Tan said.
Oliver Jay, Managing Director of International at OpenAI, added: “Singapore has consistently set global standards in innovation, and we are proud to support STB’s commitment to shaping the future of tourism through AI. By integrating OpenAI’s technology across multiple applications, we look forward to helping STB redefine visitor experiences at scale and drive new standards of excellence within the global tourism industry.”
Main image… Oliver Jay, Managing Director of International, OpenAI and Jordan Tan, Chief Technology Officer, Singapore Tourism Board at the MOU signing
