Ten to fifteen years ago, the focus among the agency community was on their mobile strategy. Today the question is, "What is your AI strategy?" And while nothing has been deployed in large degree to the industry, many travel agents are getting their feet wet with artificial intelligence (AI) through their own internal research and application. But, change is on the horizon, say industry experts. Marc Casto, president and CEO of Casto Travel, likens the swift progression of AI to degrees in education, advising travel agents to prepare for what will inevitably be the norm.

For years now, the travel industry has dabbled with artificial intelligence (AI), seeking to unlock the promise of more efficient communications and greater customer service between travel suppliers, travel agents and consumers. So far, most of that potential has remained untapped, with only a handful of companies beginning to introduce AI to the booking process in a meaningful way. But recent investments and beta tests are finally starting to bear fruit. In San Jose, Calif., Casto Travel recently launched the text message-based "Marco," a mobile travel assistant powered by Mezi, a Silicon Valley startup. Marco was introduced for Casto's business travel clients and is already completing 60 percent of the current users' bookings without human intervention, said president and CEO Marc Casto.

WASHINGTON (Sinclair Broadcast Group) - Lawmakers on Capitol Hill met Tuesday to discuss advancements in the field of artificial intelligence (AI) and machine learning. The Senate Committee on Commerce, Science, & Transportation's Subcommittee on Communications, Technology, Innovation, and the Internet, wanted to discuss the new and emerging role of AI in the nation's growing digital environment. Artificial intelligence is defined as "a branch of computer science dealing with the simulation of intelligent behavior in computers," and "the capability of a machine to imitate intelligent human behavior," according to Merriam-Webster's. But it was also evident during Tuesday's hearing that the definition and uses for AI are still evolving. Subcommittee Chairman Sen. Roger Wicker, R-Miss., said the increase in data collected from Americans through the use of the internet and mobile devices has contributed to the advances in the industry.