Home » Europe » European AI Law Sets Global Standard for Travel and Tourism
Friday, March 15, 2024
Reading time: 2 minutes
Europe has reached a key milestone in the digital era by finalizing its Artificial Intelligence (AI) Act and establishing groundbreaking AI regulation. This legislative achievement places the EU at the forefront of global AI governance, balancing the twin goals of promoting technological innovation and protecting human rights, democracy, environmental sustainability and the rule of law.
After the decisive vote of the European Parliament, the AI Act now awaits final approval from the European Council. This step is largely procedural, with the approval of EU ambassadors indicating broad agreement with the Act’s provisions. The Act introduces a risk-based regulatory framework for AI, imposing obligations on developers and providers depending on the level of risk associated with each AI system. High-risk applications will be subject to strict restrictions, including a total ban on manipulative techniques and emotion recognition in schools and the workplace.
This regulatory environment is expected to have a significant impact on the travel and tourism industry, especially in improving customer experience and operational efficiency while ensuring ethical considerations and consumer protection. For example, AI-driven personalization can provide travelers with customized itineraries and services, but with AI laws coming into force, such innovations must adhere to strict privacy and ethical standards.
Additionally, the law emphasizes transparency and accountability in AI applications, which can increase consumer trust in automated services, from personalized travel recommendations to AI-enabled customer service, and foster a safer and more trustworthy digital environment for tourists.
European officials welcomed the passage of the AI bill, with Internal Market Commissioner Thierry Breton and European Commission President Ursula von der Leyen expressing satisfaction and pride at setting a global standard for trustworthy AI, while European Parliament President Roberta Mezzola highlighted the bill’s role in combining leadership and innovation with respect for fundamental rights.
While the law has been generally well received, it has also sparked criticism and political debate, highlighting the difficulty of balancing innovation and regulation. Nonetheless, the AI law represents a historic step for Europe and could influence AI regulatory efforts around the world, shaping the future of travel and tourism in the digital age.
