support_agent Zone · The Advisory Clinic

AI Interfaces & User Experience

calendar_today Wednesday 3 June

schedule 40 minutes

groups Two facilitators

James Arnold

Digital Trends Analyst
Digital Tourism Think Tank

Fábio Caldeira

Digital Trends Analyst
Digital Tourism Think Tank

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insights What you told us

Patterns across your submissions

A snapshot of the priorities surfaced in the pre-event Typeform, drawn from eight respondents. The Clinic will focus on the highest ranked themes.

PRIORITY 01

smart_toy

75%

Enhancing visitor experiences

The top ranked priority, using AI to improve the visitor journey.

PRIORITY 02

security

50%

Maintaining brand voice

Keeping AI interfaces sounding like your destination.

PRIORITY 03

integration_instructions

25%

Integrating data sources

Connecting the inputs an interface draws on.

PRIORITY 04

query_stats

25%

Functional AI-powered tools

Building interfaces that solve a clear visitor need.

PRIORITY 05

person_pin

13%

Driving personalisation

Tailoring the visitor journey without losing accuracy.

PRIORITY 06

hub

0%

Creating native integrations

Embedding AI inside the website rather than bolting it on.

Personal AI maturity (3.1 / 5)

62%

Organisational AI maturity (2.1 / 5)

43%

Maturity gap between you and your organisation

20%

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checklist AI Interfaces & User Experience

Easy steps to help you implement this

STEP 01

Define the visitor problem you are solving before choosing an interface. Starting from the technology rather than the need produces something impressive briefly and useful rarely.

STEP 02

Audit your data layer before building anything visitor-facing. An interface is only as useful as the information it can draw on.

STEP 03

Plan for native integration from the start. Interfaces bolted on as features underperform those embedded in the visitor journey.

STEP 04

Build a review rhythm into your planning from day one. AI capability changes quickly and an interface that is not actively maintained becomes outdated faster than most other digital investments.

Tools worth knowing

Claude and ChatGPT

Use either to prototype and test an AI interface concept with real visitor queries before committing to any technical build.

Satisfi Labs

The most established AI interface platform built specifically for the destination sector. Powers visitor assistants across web, mobile and in-destination screens, with a live city-wide network of connected agents in Columbus.

Mindtrip

Integrates directly into DMO websites, turning destination content into personalised itineraries for visitors. Active partnerships with Brand USA, The Bahamas, Visit Costa Rica and others.

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01

Challenge One

Personalisation without hallucination: designing safe AI interfaces

An AI interface that gives visitors inaccurate information damages trust that is hard to recover, so personalisation is only worth building on verified, current destination data.

Diagnose

Why does this matter for your destination?

Diagnose

What have you tried so far?

Constraint

What is the biggest constraint holding you back?

Next move

What is the first step you can take this week?

→Easy first step. Scope the interface narrowly to begin with. A tool that does one thing reliably is more valuable and safer than one that attempts broad personalisation before the foundations are solid.

→Easy first step. Build in a human review layer for edge cases from the start. Knowing how the system fails matters as much as knowing how it succeeds.

×What to avoid. Launching a visitor-facing interface before stress-testing it against the questions visitors actually ask. The gap between anticipated queries and the ones that actually come up is where most problems appear.

×What to avoid. Treating data quality as something to resolve after launch. If the underlying data is inaccurate or incomplete the interface will surface those problems at scale.

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02

Challenge Two

Reaching niche audiences through AI-mediated channels

Niche audiences carry high intent and high value, so reaching them through AI needs content specific enough to match the precise questions they ask.

Diagnose

Why does this matter for your destination?

Diagnose

What have you tried so far?

Constraint

What is the biggest constraint holding you back?

Next move

What is the first step you can take this week?

→Easy first step. Think in terms of the questions people ask. Niche audiences ask specific questions and AI surfaces specific answers, so matching content to the question works better than producing general niche-themed content.

→Easy first step. Go deep on one niche before attempting several. One audience done well will tell you more about what works than shallow coverage of many.

×What to avoid. Producing niche content that is still written at a general level. Content that mentions a niche without going deep will not surface for the queries that matter to that audience.

×What to avoid. Targeting too many niches at once before any single one is working. Breadth before proof of concept spreads resource too thin to build visibility anywhere.

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03

Challenge Three

Maintaining brand voice and consistency across AI interfaces

An AI interface that does not sound like your destination undermines the brand work done everywhere else, since voice here is a data question as much as a tone one.

Diagnose

Why does this matter for your destination?

Diagnose

What have you tried so far?

Constraint

What is the biggest constraint holding you back?

Next move

What is the first step you can take this week?

→Easy first step. Treat brand voice documentation as infrastructure. It needs to be specific enough to work as an AI input, which means worked examples and explicit tone guidance instead of abstract principles.

→Easy first step. Assign editorial responsibility for AI-assisted outputs as you would for any other published content. Voice consistency needs a named owner.

×What to avoid. Assuming your website as training material is enough for voice consistency. Websites carry a wide range of quality and tone, so curated examples are stronger inputs than bulk content.

×What to avoid. Treating voice consistency as something to refine after the interface is built. It is harder to retrofit than to build in from the start.

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04

Challenge Four · Placeholder

Challenge title to be added once submissions are reviewed

A short framing of the challenge will sit here once the submissions are in.

Diagnose

Why does this matter for your destination?

Diagnose

What have you tried so far?

Constraint

What is the biggest constraint holding you back?

Next move

What is the first step you can take this week?

→Easy first step. Placeholder recommendation.

×What to avoid. Placeholder recommendation.

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waving_hand Carry the conversation forward

Take this back to your team

Download your notes and the recommendations from the session. If you want to keep working through these questions with us, start a thread or explore the Advisory Membership.

open_in_new Explore Advisory Membership

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