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Your vacation was ruined, and the company apologized — with a heartfelt note written by ChatGPT

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Using generative AI to write apologetic responses is a taboo topic in the travel industry, which prides itself on personal service.

Finding the right words, conveying the appropriate level of contrition — especially when the hotel isn't at fault — is a tedious and time-consuming process, said the director of a five-star resort, who asked that CNBC not use her real name to protect the resort's name.Natasha pastes a traveler's complaint into ChatGPT and asks the chatbot to write a response.

In a ranking of U.S. hotel chains by their"online reputations," the tech company SOCi found that a driving factor for low scores was"ghosting" — that is, failure to respond to traveler reviews. He said responding to reviews is time-consuming, which is one of the reasons his company provides this service.

"We will take text that is really rough and convert it to elegant text, to empathetic text," he said.

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