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Unit 2: Reflect on ethical considerations around the use of AI tools in the HoReCa sector [9]<\/h2>\n"},"library":"H5P.AdvancedText 1.1","metadata":{"contentType":"Text","license":"U","title":"Reflect on ethical considerations around the use of AI tools in the HoReCa sector"},"subContentId":"ec11e76c-1992-4708-9838-9d0fca1e7df0"},"useSeparator":"auto"},{"content":{"params":{"text":"
The use of AI tools in the HoReCa sector raises ethical questions that need to be addressed. Protection of personal\/sensitive data is a major concern in the digital age where regulations are constantly updated to protect the rights, interests and welfare of various stakeholders such as customers, employees, suppliers, etc. Some of the ethical implications of applying AI in the HoReCa sector can be summarized as follows: [10]<\/p>\n"},"library":"H5P.AdvancedText 1.1","metadata":{"contentType":"Text","license":"U","title":"The use of AI tools in the HoReCa sector"},"subContentId":"52b0b02d-aa76-4fea-96d4-2b979d1fcb83"},"useSeparator":"auto"},{"content":{"params":{"panels":[{"content":{"params":{"text":"
Protecting customers' personal data is essential and encryption methods should be used to prevent any theft or misuse of this sensitive information. In addition, customer preferences must be protected from unauthorized access to avoid any manipulation. Privacy is one of the most important ethical concerns in the use of AI in hospitality because AI systems often require the collection and processing of large volumes of personal data, including guest preferences, travel history and payment information. Having such sensitive information raises questions about how that data is collected, stored and used. There is also the issue of surveillance, as some AI applications may involve monitoring guests' movements or interactions, potentially violating their privacy. Hotels must ensure that their use of AI complies with data protection regulations and laws and guarantees guests their protection.<\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"fc74f128-3189-4601-b419-921eb348ac44","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Confidentiality"},{"content":{"params":{"text":"
Along with the above, it is also necessary to monitor and update AI tools regularly to ensure their fairness and accuracy and to prevent any discrimination. AI tools may ignore or discriminate against certain customers based on their data or characteristics, such as age, gender, race or location. Some new products and services to manage iOT solutions, there is no limit to how they use AI. While it aims to create personalized value for people, it's important to realize that AI can have built-in biases. This bias starts with how the data is selected when building an analytical model, the factors used in decision making, and any other form of advanced analysis. These inherent biases can have a significant impact on customers. If not properly designed and monitored, AI systems can harbour human biases, leading to discrimination in service provision or employment practices. This is primarily related to the possibility of an AI system unfairly targeting specific demographics based on faulty algorithms. Hoteliers must understand the origins of these biases and implement measures to mitigate them by ensuring fair and equitable treatment of all guests and employees.<\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"8f7244ba-931b-47e1-b83f-0fe731bb1e88","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Discrimination [11]"},{"content":{"params":{"text":"
AI technology is still new to the HoReCa sector and should not be the only source of trust. The transition must be implemented in separate stages, taking into account the specifics, as well as the possible risks, in order not to lose trust in customers. It is necessary for management and employees to work together with AI tools to monitor them and prevent any cyber-attacks, fraud or physical inconsistencies from them. It is critical to first verify that AI tools are trustworthy and transparent about their capabilities and intentions.<\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"c5a175a7-bb5f-48c8-bd54-246350cb11a5","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Security [12]"},{"content":{"params":{"text":"
Transparency in the field of AI is very defining and important for the ethical application of AI. Hoteliers must ensure that decisions made by AI systems, especially those affecting the guest experience or operational practices, are understandable, clear and fair to both guests and employees. In some countries or hotels, this is a matter of ethical responsibility and a legal requirement. Transparency builds trust and ensures that guests and staff can understand and, if necessary, challenge AI-driven decisions.<\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"f70baf75-f9ac-4285-b1de-94c5ab5f8c70","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Transparency"},{"content":{"params":{"text":"
AI tools can threaten the safety and privacy of customers and employees if they have problems or are prone to hacking, manipulation or malfunction, hence staff needs to be adequately trained when commencing a job in the HoReCa sector.<\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"a7fca535-a906-4b2a-931d-ccdd6ab11f47","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Onboarding and safety"},{"content":{"params":{"text":"
AI tools must follow existing laws and regulations that affect the sector, such as data protection, consumer rights, labour standards or environmental policies. AI tools must also comply with ethical frameworks and guidelines that influence the sector, such as codes of conduct, best practices or accountability principles. AI tools must also be transparent and accountable for their actions and results and allow for human oversight and feedback.<\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"6bd31239-10d7-45eb-a0b9-e2314e0013a8","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Policy and regulation [13]"}],"hTag":"h3"},"library":"H5P.Accordion 1.0","metadata":{"contentType":"Accordion","license":"U","title":"Ethical implications of applying AI in the HoReCa sector"},"subContentId":"99514864-3302-47eb-b461-c921620c45cc"},"useSeparator":"auto"},{"content":{"params":{"text":"
The ethical aspect of using AI tools should be carefully considered to establish the proper basis and its use. Regulators and technology teams must work hard to ensure that users of AI tools and AI tools themselves follow or will follow best practices to avoid ethical challenges and risks.<\/p>\n\n
One of the main ethical challenges facing the hospitality and tourism sector is to design and implement AI and robotic systems that respect and enhance human values, dignity and well-being. This requires engaging with various stakeholders, such as customers, employees, suppliers, regulators and communities, to understand their needs, expectations and concerns regarding AI applications. It also requires establishing clear and transparent policies and guidelines for data collection, storage, sharing and analysis that respect the privacy and consent of data subjects. It also requires ensuring the quality, accuracy and reliability of the data and algorithms used for AI and avoiding or mitigating potential sources of bias or discrimination. It also requires providing appropriate training and education for staff and customers who interact with artificial intelligence and robotic systems, and ensuring they have the necessary skills and competencies to use them effectively and safely. Throughout the process of planning, implementing and using AI, it is required to assess the impact and outcomes of AI on the economic, social, environmental and ethical dimensions of the hospitality and tourism sector and take corrective action where necessary. Finally, it requires fostering a culture of ethical awareness and responsibility among managers, developers, operators and users of AI in the hospitality and tourism sector. [14]<\/p>\n"},"library":"H5P.AdvancedText 1.1","metadata":{"contentType":"Text","license":"U","title":"The ethical aspect"},"subContentId":"e5f8145d-3795-4ac0-9721-0cbcc1b40038"},"useSeparator":"auto"}]}

Module 3: Ethical use of tools to solve the HoReCa sector challenges

Module 3: Ethical use of tools to solve the HoReCa sector challenges