Kecerdasan Buatan untuk Personalisasi Layanan: Studi Kasus Chatbot di Industri Travel
Abstrak
Kecerdasan buatan (Artificial Intelligence/AI) telah menjadi salah satu inovasi paling signifikan dalam industri pariwisata, khususnya dalam menghadirkan layanan yang lebih personal melalui teknologi chatbot. Penelitian ini bertujuan menganalisis peran chatbot berbasis AI dalam mempersonalisasi layanan di industri travel, dengan menekankan bagaimana teknologi Natural Language Processing (NLP) dan machine learning memfasilitasi interaksi yang adaptif dan responsif. Melalui pendekatan studi literatur dan studi kasus, penelitian mengkaji implementasi chatbot pada perusahaan KLM Royal Dutch Airlines dan Traveloka, mencakup layanan reservasi tiket, rekomendasi destinasi, hingga layanan pascaperjalanan. Hasil analisis menunjukkan bahwa personalisasi berbasis AI dapat meningkatkan kepuasan pelanggan, memperkuat loyalitas, serta mengurangi biaya operasional secara signifikan (McKinsey, 2021; Mukhlis et al., 2025; Liu & Mattila, 2021). Namun, implementasi chatbot juga menghadapi tantangan berupa keterbatasan pemahaman konteks budaya, risiko privasi data, dan resistensi sebagian pelanggan (Nguyen & Simkin, 2022; Wüst & Bremser, 2025). Dengan integrasi strategis antara chatbot dan sistem CRM, Big Data, serta pendekatan hibrid manusia-AI, pemanfaatan chatbot dapat menjadi fondasi transformasi digital yang berkelanjutan dalam industri pariwisata Indonesia dan global.
Kata Kunci: kecerdasan buatan; chatbot; personalisasi layanan; industri travel; transformasi digital
Referensi
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