What the EU AI Act means for the travel industry

The EU AI Act requires clear labeling of AI-generated content and transparency in AI interactions, with fines up to 3% of global turnover for violations. The travel industry widely uses AI-generated content; a study found about one in five hotel photos are AI-generated or heavily edited. Experts say budget and midmarket hotels may be more affected by labeling requirements, while luxury hotels already invest in professional photography. Booking Holdings expressed support for the Act and has been working on compliance for years.