A few years back, SB&A proposed developing an AI travel-planning tool based on existing content from the Korea Tourism Organization website and insights learned from our 2022 “Travel to Korea Begins Again”. 

We suggested harnessing the latest AI chat technology to create a unique experience for KTO, planning an AI tool that would spend time learning the content of the KTO website in order to be able to chat with curious travelers and offer Korea travel ideas to them based on factors like their age group, interests and desired trip length. 

On the microsite, the experience would be led by a Korea Travel Guide, K-Ti; a friendly and inviting character we developed to act as the voice of the AI. K-Ti would ask the user questions within a familiar and easy-to-use chat thread in order to find the best travel tips for them.

The user would also be able to ask K-Ti questions about Korea by text or voice activation. Once K-Ti knew more about the user, they would make a list of tips for them, all of which linked back to articles on the KTO website. K-Ti would also recommend a travel package for them based on what they learned about their interests. 

This AI chat tool would have lived on a campaign-specific microsite. Korea-curious travelers would be driven to the microsite by digital ads promoting the tool as an interactive travel guide.

A key learning from our 2022 campaign was that nearly 85% of the users accessing the website from
our campaign were on mobiles devices. As a result, the proposed idea would work especially well for
mobile audiences.