Accor, a major international hotel company, is expanding its use of artificial intelligence with the launch of ALL Concierge, a global conversational AI assistant. Designed to help travelers before, during, and after their stays, the tool offers personalized recommendations for destinations and hotels, compares different options, provides practical travel information, and guides users through the booking process. It can also answer questions about existing reservations and recognize members of Accor’s ALL Accor loyalty program to tailor responses based on their profiles and past stays. The AI assistant was tested in a pilot phase that generated over one million conversations. Based on this data, Accor has refined the features of ALL Concierge, which is now available on ALL.com in 11 languages, as well as on the ALL Accor app and messaging platforms like WhatsApp and iMessage. The company plans to gradually expand availability to all the languages it supports by the end of the year. While the AI is not intended to replace human staff entirely, users can be connected to Accor employees when a request requires human assistance. The company notes that certain sensitive situations will automatically trigger this transition. Future updates include more advanced comparison tools that incorporate customer reviews, suggestions for local events and activities, and features allowing ALL Accor members to manage their loyalty points, modify or cancel reservations, and access invoices and loyalty details after their stay. Voice interaction with ALL Concierge is also in development, though features related to meeting spaces and events will be added later. In addition to the customer-facing AI, Accor is developing Butler, an AI assistant for hotel employees. This tool will allow staff to quickly access information, advice, and recommendations, and request assistance from the right experts when needed. According to Accor, 82% of its headquarters employees already use artificial intelligence tools in their daily work. This initiative is part of a broader AI strategy by Accor, with Alix Boulnois, the company’s Chief Commercial, Digital & Tech Officer, describing the approach as focusing on "automating the ordinary" to create more space for meaningful human interactions in hospitality. Accor emphasizes that it uses several internal AI models and complies with the European Union’s General Data Protection Regulation (GDPR). Data is used in an aggregated form to identify trends and enhance personalized customer experiences.