AI Isn’t Evil… If You Know How to Use It

You’ve seen the headlines. “AI is coming for your job.” “The robots are taking over.”
But here’s the thing — AI isn’t evil. It’s just misunderstood. And, largely, misused.

When it comes to travel, AI is already changing how we plan, book, and experience the world. But the opportunities look very different depending on who you are. When people talk about AI in travel, they usually lump everything together like an overstuffed carry-on. But really, there are two totally different camps.

AI for Travel Planning (aka the Trip Planner)

This is the fun, flashy side of AI that’s end user focused and likely already sneaking into your feed with interactive widgets and itinerary generators designed to help travelers figure out where to go and what to do.

There are trip-planning assistants that pull your preferences and whip up hyper-personalized itineraries in seconds, dynamic pricing tools that track flight deals, predict fare drops, and bundle hotel and activity combos, and chat-based concierges that live inside your booking apps, offering on-the-go restaurant recs and local hacks.

Travelers are already using AI to dream smarter, plan faster, and find experiences that feel tailor-made. If you’re curious which tools are worth investing in, we can dig into the options together and find what fits your organization’s goals.

AI for the Travel Industry (For the Destination Marketer aka You)

This is where the real opportunity lies. It’s the magic behind the scenes — where the real time-saving, sanity-saving stuff lives. AI can help you create content faster, analyze trends, manage requests, and stretch your resources farther.

Sure, anyone could hop into ChatGPT and ask it basic questions like “write a blog post about X,” and it’ll give you something that’s passable but impersonal (please, always fact-check).

But if you want something that actually sounds like you — you need something smarter.

What If AI Could Replicate Your Tone?

Anyone can churn out “Top 10 Things to Do in…” posts. But the age of content overload, audiences are craving authenticity, and if yours sounds too generic, they’ll scroll right past it.

Instead, what if AI knew your brand voice, your destination’s tone, your sentence cadence, writing rhythm, buzzwords, and banned words (because “something for everyone” has got to go)?

That’s what a custom GPT does.

It can also…

• Write on-brand social posts, newsletters, press releases, and blogs for multiple audiences, each with the right tone that sounds human — from luxury travelers to family road-trippers.
• Repurpose your existing content into snackable social media, short videos, or itineraries — saving you hours of formatting.
• Generate story pitches and media ideas customized to your destination’s themes, not random generic headlines.
• Answer visitor questions in your tone of voice for chatbots, DMs, or email replies.
• Summarize and analyze reports — from survey data to social media comments — to help you find trends without drowning in spreadsheets.

It’s like cloning your in-house marketing team — but one that works 24/7, never gets writer’s block, and doesn’t need coffee to function. It’s like having an assistant who knows your brand inside and out, and doesn’t roll their eyes when you ask for one more caption option. Sounds pretty great, right?

I’ve built custom GPTs across industries and brand styles and completed advanced prompt-engineering training — which basically means I understand how AI thinks. And more importantly, how to make it think like you.

Here’s a Little Secret to Prove It Works:

My Dallas Observer editor once said this about a piece I wrote:

“I’m starting a new series, called ‘AI Ain’t It,’ but please don’t tell it I said that. This series will illustrate that no matter how smart AI thinks it is, we sentient beings will always be better at content.

Case in point: I had the very talented writer Lauren Durie report on a new spot, The Sicilian Butcher.

I asked AI why I should eat there, and it gave me something really boring: ‘You should go to The Sicilian Butcher if you’re looking for a fun, lively, and highly customizable Italian dining experience that goes beyond the traditional menu.’

Here’s what Lauren Durie wrote: ‘Seafood is a religion, citrus is currency, bread comes as thick as Texas toast, and desserts are unapologetically extra. If you picture the Italian stereotype as loud, talking with their hands, and over the top, this is the food embodiment on a plate. Translation: if you like performative dining, you’re in for a treat.’

AI can’t do that.”

But what she didn’t know? I did use AI — just not the basic, out-of-the-box kind.

The Difference Between Bad AI and Brilliant AI

It all comes down to training. We’ll train it on your brand guidelines, your audience personas, and your tone.

And once it’s built, you can use it forever to brainstorm ideas, repurpose content across platforms, and supercharge your creativity.

Work Smarter, Not Harder

I get it — you don’t need another productivity hack or tool to learn. You need a strategy that saves time without sacrificing quality.

That’s where I come in.

I help travel brands, DMOs, and tourism businesses build custom AI workflows that do the boring stuff for you — so you can focus on things that actually move the needle.

Together, we’ll:

1. Audit where AI can make your life easier
2. Build a GPT trained on your brand’s tone and assets
3. Create a custom prompt library tailored to your marketing goals

If you want to:

1. Spend fewer hours on repetitive tasks
2. Stop sounding like everyone else on the internet
3. Use AI to its full potential

…get in touch.