Not a person. Not a phone. So what is the future AI tour guide?
From holograms to glasses, the future of guided travel is all about embedded intelligence
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The sightseeing shift: With AI, guests want to design — not discover
The sightseeing industry is still optimising discovery, but AI shifts the game entirely — guests don’t want to browse options, they want to design their own
Tom Cruise climbed the Colosseum fence - what that teaches us about designing AI operated experiences for perspective
When Tom Cruise climbed the Colosseum fence at 3am, he wasn’t escaping a place — he was escaping the filter. AI operated experiences can do the same — if we design for perspective.
From Scooter Tours to Smart Travel: How DGtalguide Automated the Experience Economy
Lessons from an Italian tour operator selling more than 2500 self-guided tours per season
Brendan or your AI boyfriend?
As travellers bring AI companions on the road, place-based guides like Brendan must fight to stay relevant and local
Travel video just changed and so did who gets to star in it
In the span of two weeks, video has undergone its most radical shift in decades. (Google's Veo 3 & Odyssey)
The face that fits the role: Paris Aquarium robot aligns with new AI research
As AI tour guides and robotic hosts become part of everyday visitor experiences—from museums to airports to live streams—a critical design question emerges: Should they look like people?
Audio Isn't Enough: Key Insights from Xsite AI Pilot at the Israel Museum
Recent studies highlight a clear trend: traditional audio guides are no longer meeting visitor expectations, achieving only 32% satisfaction. At Xsite, we’ve seen this firsthand through our latest pilot
WeGoTrip rewrites the business model playbook: subscriptions up front, AI and attraction commission as dual loss leaders
WeGoTrip shifts from selling tours to selling savings, bundling AI content into a subscription model. It’s a bold move OTAs may struggle to match
Will guests prefer parasocial AI tour guides to historical or fictional characters?
As AI-guided tours evolve, guests may prefer walking through cities with AI versions of their favourite influencers rather than historical or fictional characters. Parasocial bonds could transform travel, making exploration feel more personal, dynamic, and emotionally engaging
AI operated experiences could unlock the thrill money can't buy
In a world that's been systematically de-risked, true adventure has quietly disappeared. Indrek Peenmaa, co-founder of Nordic Experience, explores how AI could help bring back authentic risk—and with it, the emotional thrill that makes us feel truly alive
Cityfans vision for rebuilding distribution for digital experiences
Digital experiences are evolving fast—but distribution hasn’t kept up. Cityfans is rethinking how travelers discover and access the next generation of city exploration.
Is AI ready to create, choose, and tell stories better than a human tour guide?
Storytelling isn’t just about content—it’s about connection. A human guide reads the room, skips the meat story for the vegetarians, senses when attention is drifting, and shifts tone accordingly. Can AI do the same?
Is 2025 the year we start talking about humanoid robots in tours and attractions?
While AI tour guides are still mostly app-based, the tech world is evolving fast. Could 2025 be the year we start seriously considering humanoid robots as part of the visitor experience?