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At the Arabian Travel Market in Dubai, industry experts discussed the potential benefits of artificial intelligence (AI) in the hospitality and tourism industry. The panelists discussed various AI-related technologies, such as machine learning and augmented reality, and how they can be applied to the hospitality and tourism industry. They agreed that AI can be a powerful tool to solve difficult problems and improve the customer experience, and emphasised the importance of starting with a clear strategy and defining the future guest journey.