Can AI Answer Emails? Schladming-Dachstein Tourist Board Tests Digital Support In Guest Information.

The Austrian Tourist Board made its prototype available to the Schladming tourist information office for a month ( May 9 , 2025, Schladming) - The Styrian holiday region of Schladming-Dachstein is continuing its offensive in the field of digital guest information. In addition to daily updated information on the website, in social media channels, and via its own app, touchscreens - so-called digital signage columns - have been in use at several locations since last year.

Now the tourist board has taken another pioneering step: For a month, a new AI avatar provided by the Austrian Tourist Board was tested in the Schladming tourist information office. The conclusion after the test phase is promising: Despite technical development opportunities, those responsible see great potential for the use of artificial intelligence in tourism. "The focus of the test was the question of how an AI avatar can be used as digital support in guest relations – not as a replacement, but as a helpful addition to everyday tourism, " explains Carolin Lang, Head of Digitalization at the Schladming-Dachstein Tourist Board.

The test was deliberately conducted in April to cover the transition from the ski to the hiking season and to test the avatar under less frequented conditions. The prototype used in Schladming was on loan from the Austrian Tourist Board, which developed the avatar in collaboration with Mixed Reality AI and HeyGen. Precise data as the basis for reliable guest information In Schladming-Dachstein, the AI ​​avatar, who goes by the name "Patrizia," was presented with current tourist information about the region, especially for spring hikes and walks in the valley.

Interaction took place via voice input: Guests selected the correct language on the screen and could then speak directly with the avatar. "Even though guests were initially hesitant about the new offering, we were able to gain valuable insights for further development through numerous test requests," says Lang. "A key finding was that precise specification of background data is currently crucial to avoid so-called 'AI hallucinations.' The test showed that there is still potential for further development in specific segments such as restaurant information," says the digitalization expert.

"Test phase was a valuable experience"

While further progress is needed for wider deployment, Mathias Schattleitner, Managing Director of the Schladming-Dachstein Tourist Board, is nonetheless confident in the technology: "There's no doubt that AI will increasingly permeate all areas of our lives in the future and be of great benefit. Therefore, it's extremely important for us to be at the forefront of all developments. The test phase with 'Patrizia' was definitely a valuable experience, and our practical feedback will certainly help us further improve the technology for on-site deployment."