Artificial intelligence now makes it possible for organizations to craft personalized, automated communications at scale — exactly what firms need to deliver the cost-effective, high-quality personalized services their customers are seeking.

Google CEO Sundar Pichai, speaking at a taped television event hosted by MSNBC and The Verge’s sister site Recode, said artificial intelligence is one of the most profound things that humanity is working on right now and compared it to basic utilities in terms of its importance.

Today, we look at an industry that’s been completely turned on its head in recent years, due to extreme digital transformation: tourism and hospitality.