ROSE HALL, St James — While encouraging the use of artificial intelligence within the tourism sector, executive director of Broadcasting Commission Cordel Green cautioned that it should not be to the detriment of humans.

“In tourism, which is people-centred and people-powered, the exploitation of any technology should be with a view to leading to an outcome that minimises loss of jobs, prioritises supporting workers to be better workers — particularly those at the bottom and those who do onerous work. So, let’s not automate away people. Let us automate to deepen and strengthen the flourishing of human beings,” urged Green.

He was addressing an interactive panel discussion on the topic Building Tourism — Digital Resilience during the Global Tourism Resilience Day Conference 2024. The two-day conference, which ended last Saturday, was held at Montego Bay Convention Centre in St James. The theme was ‘Navigating the Future of Tourism Resilience’.

The discussion in which Green participated was aimed at examining the changing environment of the tourism sector within the context of fast-paced technological progress. It also sought to provide insight into how digital innovation is transforming the industry, including advancements in technology and innovative business models.

“We should not fall into the trap of thinking, particularly about artificial intelligence, that it is a finished subject. The AI we are talking about now doesn’t necessarily mean that it is the best form of systems design. We have to think about weaknesses in the current system design that undermine our own human experiences, such as our democratic traditions that are important to tourism sustainability in the areas in which we live,” cautioned Green.

He pointed to the danger of disinformation, misinformation, and deep fakes.

“Those are not out in another paradigm, removed from tourism, because illegal robo-calls and fake news could be destructive to the reputation of a vulnerable tourism destination as Jamaica,” said Green.

“The other thing is that, when we think about these technologies — and I am emphasising AI — in some contexts it will be a tool; in our context, a partner; and in other contexts a substitute. I think substitution should be the last outcome. We should collectively work to mitigate and militate against substitution and [instead] emphasise partnership, AI, and digital technologies as a tool,” he argued.

Green, an attorney-at-law, said people should be part of changes to ensure sustainability.

“If at the end of the day we fail to achieve the sustainable development goals and artificial intelligence advances [instead], that can’t be for the benefit of human beings — that would be antithetical to sustainability. So, the call to action is to use the technologies. Make sure that there is human centrality in the process of transformation,” urged Green.