Today's virtual personal assistants are conversational, voice-enabled artificial intelligence (AI) backed innovations that can communicate, learn, and intelligently predict an individual's needs to offer truly personalized experiences. Earlier this year, HARMAN and MSC Cruises introduced a groundbreaking virtual personal assistant as part of the cruise line's digital innovation program. By offering guests quick and easy answers about cruise events and entertainment from the comfort of their own cabin, the digital assistant can help simplify and enhance passengers' cruise experience. However, this new, progressive service is a mere drop in the ocean when it comes to the infinite number of ways that AI stands to revolutionize the hospitality industry. The hospitality and travel industry is no stranger to technological transformations, and it is on the cusp of a new revolution with the introduction of digital assistants and voice-enabled technology.