STB partners OpenAI to boost innovation in tourism

The Singapore Tourism Board (STB) is partnering up with OpenAI to advance Singapore's tourism sector.

This marks the first adoption of OpenAI’s technology by a national tourism organisation in Asia. The move comes shortly after Singapore Airlines (SIA) teamed up with OpenAI to roll out advanced generative AI tools across its business, marking the first time the ChatGPT-maker is partnering with a major airline.

With the new collaboration with OpenAI, STB will accelerate the adoption of Advanced AI across the tourism sector through OpenAI's capabilities in a bid to enhance visitor experiences and improve organisational and industry productivity.

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This could include working with tourism businesses to deliver tailored recommendations, multilingual assistance, and enabling immersive storytelling that creates uniquely memorable experiences. 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.

Under this partnership STB will explore potential use cases to incorporate advanced tools and robotics within the tourism context, and evaluate their potential impact on the sector. STB will further explore the scalability and potential trials with relevant partners within the sector.

OpenAI, the research and deployment company behind ChatGPT, works globally with organisations to scale AI from concept to real-world impact. By incorporating OpenAI’s technology, it will prepare STB and the tourism sector for an AI-driven future by laying the groundwork for the tourism sector to benefit from the newest and latest advancements in AI, allowing for new applications to flourish.

STB is not the only travel player tapping into OpenAI’s capabilities. Singapore Airlines (SIA) has also teamed up with OpenAI to integrate its multimodal generative AI — which can interpret text, audio, video and diagrams — into customer service channels and internal systems.

The first project on the runway is an overhaul of SIA’s AI-powered virtual assistant. Currently used to recommend flights and assist with bookings, the enhanced assistant will be able to offer smarter, more personalised travel planning, helping customers discover destinations and manage trips more intuitively.

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