The travel division of the Iberostar Group has relied on Microsoft and Bravent as technological partners to develop and launch this disruptive initiative.
Mía, located at the W2M stand, is a realistic avatar that, thanks to prior video training, can offer 100% personalized and real-time content.
W2M, the travel division of the Iberostar Group, will revolutionize FITUR by presenting the first digital person created with Generative Artificial Intelligence in the history of the fair: Mía.
The company has relied on the leadership of Bravent and Microsoft in the field of Generative AI to develop and launch this avant-garde tool, which will be presented for the first time at the W2M stand at FITUR. This revolutionary project is the result of a collaborative R&D agreement between the three companies, with which they continue to work to develop different Artificial Intelligence projects aimed at improving the efficiency of internal processes and providing new and innovative tools to automate these processes.
Joan Barceló, CIO of W2M, stated: “In W2M, innovation is a strategic and transversal pillar that is part of our DNA. For this reason, we are firmly committed to implementing those technological tools that optimize processes and facilitate the day-to-day work of our employees. We are deeply proud to be the first company to present such an innovative service within the framework of the FITUR fair.”
What does an avatar with Generative AI consist of?
Thanks to prior training and content generated by the World2Meet team, Mía can offer any type of information and 100% personalized, real-time responses about any data of the group, its main brands, and destinations. This is possible thanks to advanced neural network models, which, based on a few videos and audios of a real person, allow creating a synthetic-realistic and high-quality speaking avatar for various applications, while adhering to responsible AI practices. The solution’s potential breaks common barriers, as it allows reaching multiple people, languages, and styles in a more inclusive manner.
According to Mario López, CIO of Bravent, “This opportunity offered by W2M is the perfect fit between our constant commitment to personalize client solutions and our trajectory in developing Generative AI solutions based on virtual assistants. With Microsoft Azure Text to Speech Avatar, we take a giant step towards creating the first virtual person, which means creating an experience as close to a human interaction as possible.”
Marc Riera, Head of Innovation & AI at W2M, highlighted: “Mía resides in our private environment and is the result of an innovative alliance with Microsoft. With Generative AI technology developed and executed at W2M ethically, in collaboration with Bravent and powered by Microsoft, we not only elevate the customer experience to another level but also guarantee privacy and security. This initiative reflects our commitment to a revolutionary and responsible project, establishing a new benchmark in the tourism sector.”
For W2M, innovation is a key lever and one of its corporate values. The company is firmly committed to promoting new concepts with the goal of inserting disruptive changes in the market while optimizing its operations thanks to technological advances.
Juan Gil, Hospitality Lead at Microsoft, commented: “It’s a pleasure to collaborate with a company with the innovative spirit of W2M. The creation of avatars with Generative AI is disruptive and enables scenarios where technology serves the business segment and travelers, who expect real personalization. At Microsoft, we seek to drive operations, productivity, and the creation of memorable experiences for our clients.”
This new Generative Artificial Intelligence project represents a very significant milestone for Bravent, as it consolidates its already extensive experience in the development and implementation of all types of disruptive AI solutions applied to different sectors. You can see some of their clients in Success Stories – Bravent.
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