Summary of the Key Points
This news article focuses on the impact of AI on the tourism industry, particularly on tour guides and docents. AI-powered interpretation tools such as ChatGPT and DouBao are taking away business from some guides. Overseas guides are facing a decrease in clients, with younger visitors preferring AI to human companions. Domestic docents are struggling with the credibility crisis caused by inaccurate AI explanations; however, attractions and museums are actively adopting AI to make their tours more convenient. Nevertheless, AI cannot replace the personal services provided by guides, such as assisting elderly or children and handling unexpected situations. Guides can also find new opportunities by working on content review and updating knowledge bases.
1. Overseas Guides Hit First: Younger Visitors Prefer AI
Han, a Spanish guide who has been working in the Chinese-speaking tourism industry for many years, is experiencing fewer clients this season due to two main reasons. Firstly, the situation in the Middle East has affected flight schedules, causing some tourists to cancel their trips. More importantly, younger visitors prefer using AI for guided tours instead of hiring human guides. For example, at the Madrid Palace, visitors can use their smartphones to take photos of exhibits, and AI can provide information about the background and historical context. At the Prado Museum, where photography is not allowed, visitors can simply search for the names of the artworks to get explanations—saving them the cost of hiring a guide. Han reports that the number of independent travelers and small family groups has decreased by half compared to last year, as they find AI more convenient and affordable. Additionally, AI offers immediate interaction; visitors can ask additional questions about architectural details or have explanations tailored for children.
2. Domestic Docents Face Challenges: Inaccurate AI Explanations
Xiao Tan, a docent at a museum in Shanxi, has encountered difficulties when tourists questioned the information provided by AI. For instance, AI might misstate the restoration date of artifacts or amplify folk legends, forcing him to clarify the official facts. Xiao Tan notes that visitors are more likely to believe the AI because they are less forgiving of errors—misunderstanding the history does not affect their travel experience as much as booking a wrong hotel would.
3. Attractions Welcome AI: Using AI to Enhance Visitors' Experience
In contrast to guides' concerns, attractions and museums are embracing AI. For example, the Shanghai Art Museum has developed AI glasses that provide detailed explanations based on over 50 years of archaeological data. The Pudong Art Museum uses DouBao as an official guide, providing accurate information. Many cultural venues in Jiangsu have also implemented intelligent interpretation systems. AI helps attractions by addressing shortcomings of traditional guided tours, such as eliminating the need for advance reservations and allowing visitors to stop and ask questions at any time, while personalizing the experience for different audiences.
4. The Irreplaceable Value of Human Guides
While AI can convey knowledge, it cannot replace the personal services provided by guides. Han illustrates this by mentioning a situation where he noticed an elderly client was struggling to walk and adjusted the tour route to accommodate their needs. Guides also have other responsibilities, such as arranging itineraries, ensuring safety, and handling emergencies. Their ability to care for elderly or children, as well as navigate unfamiliar city infrastructure, is essential and cannot be replicated by AI.
5. New Opportunities for Guides
AI does not completely replace guides; instead, it creates new roles for them. For instance, guide teams may need to organize local cultural information and update knowledge bases to ensure AI provides accurate explanations. Experienced guides can take on these behind-the-scenes tasks, potentially working shorter hours and earning differently (perhaps based on the number of projects completed). Expert guides who can provide in-depth cultural insights or lead specialized tours will still be in high demand. Although AI makes basic guided tours more affordable, human qualities like empathy and emergency response become even more valuable.
In conclusion, while AI has affected some guide jobs, it also presents new opportunities for them to specialize in higher-value services or work on managing the content provided by AI. Guides will not disappear; they just need to adapt their roles to continue being part of the tourism industry.