B-to-AI: The Transformation of Traditional Destination Marketing

According to Phocuswright, we've entered the era of B-to-AI (Business to Artificial Intelligence), which is redefining the way brands interact with their audiences. This means that companies are no longer just communicating with people, but also with virtual assistants, algorithms, and intelligent systems that help users make travel decisions.

This model changes the traditional structure of mass marketing, based on one-way messages and campaigns designed based on intuition. Now, data dictates everything. AI learns, predicts, and acts in real time. Algorithms converse with each other, make automated decisions, and optimize each interaction to maximize impact. In this scenario, artificial intelligence is not just a support tool; it is a fundamental player in the strategy.

The real challenge lies in how to integrate this new logic without losing the human, emotional, and ethical component that remains essential in every brand-consumer relationship, all while anticipating consumer needs before they are even aware of them.  

This means that, like any new touchpoint that emerges (such as social media, mobile apps, and websites), we must rethink how we showcase our destination to the world. It's no longer enough to tell our story: we now need to translate it into a language that the artificial intelligence that advises travelers in real time can also understand.

An example of adaptation to this change is the Virtual Planner developed by Medellín.Travel on its website. It was conceived as an innovative tool that allows visitors to personalize their travel experience, adapting to their interests, length of stay, and travel intentions. This development incorporated artificial intelligence, which analyzes each user's responses to generate personalized itineraries consistent with their expectations and travel motivations. The questions were strategically designed to guide the interaction, allowing for accurate information collection and a final delivery aligned with each traveler's profile. This does not neglect the importance of responsible tourism, with official tour operators, as they are key to ensuring safe, ethical, and sustainable experiences, as these providers comply with regulations and support local communities. Although the travel planner can organize other aspects of the trip, only formal operators ensure that the tourism activity is carried out with quality criteria and respect for the destination.

B-to-AI represents a great opportunity for Medellín and Antioquia, regions that have distinguished themselves through their capacity for transformation, innovation, and leadership in tourism. 

Source: Medellin Bureau.