The Artificial Intelligence Act: A new era for AI regulation in the EU

On August 2024, the Regulation (EU) 2024/1689, commonly referred to as the Artificial Intelligence (AI) Act, came into effect. The regulation provides a globally binding, comprehensive framework for the deployment and use of AI systems across the EU. Its main objectives are to ensure that AI systems are reliable, centred around human needs, and consistent with EU values. AI is being increasingly utilised in the tourism industry, enhancing aspects such as personalised travel recommendations, efficient customer service through chatbots, and optimising travel itineraries.