AI a friend, not foe, for Jamaica’s tourism sector

ARTIFICIAL intelligence (AI) has been cast by many as a job killer and an existential threat, fuelling fears of a future in which machines increasingly dictate how humans live and work.

But for Sandals Corporate University Senior Manager Andre Campbell, the future of tourism looks considerably less frightening as he described a seamless interaction between travellers, AI and resorts as “a perfect world”.

Speaking on Monday during a panel discussion on ‘Agentic Commerce & the AI Booking Journey’ at Jamaica Product Exchange (JAPEX) 2026, Campbell argued that AI could take much of the friction out of planning and booking a holiday while giving tourism workers more room to concentrate on the personal service that defines the Jamaican experience.