In 2023, Chat GPT seems to be everywhere. It’s the latest manifestation of AI transforming the world. All industries are impacted, including entertainment and hospitality.

To stay ahead of the curve, Cal State Fullerton’s College of Business and Economics has named Luca Zambello, CEO of Jurny Inc., a hospitality-focused AI automation company, to the board of advisors of the Center for Entertainment and Hospitality Management. Zambello will guest lecture courses and serve as a general advisor, giving students a glimpse of the hospitality industry of the future.

“Automation and AI are going to be two major aspects in all industries–but especially hospitality,” says Zambello. “There is so much that can be fully automated. For example, smart locks are widely available but many hotels don’t even use them yet. And the entire check-in process can be automated.”

Zambello’s startup aims to be the leading platform to help the industry transition to the digital age and to utilize automation in smart ways that enhance – not detract – from the client experience.

For instance, when someone wants to check-in to a hotel but it’s too early, a human might say “sorry, we can’t do an early check in,” while if you automate this process using AI, a guest can be shown geolocated places for them to stay while they wait.

Staying Ahead of the Curve

Think tech doubles every two years? That was true of computing power, but AI is moving much faster. It’s doubling every three to four months, according to Zambello.

Zambello points to the difference between Chat GPT 3 and Chat GPT 4, which is 100 times more powerful, as an example.

“If you look at the progress AI did in the past six months, it’s been more than the entire lifetime of AI before,” he says. “That’s what’s scaring people and creating a desire to stop Chat GPT 4 until we can make sure it won’t exceed human intelligence. There are a lot of good uses, but people need to be on top of it.”

Thankfully, there is some good news for today’s students and job market entrants: AI is lowering barriers to entry to technology. It’s easier to interact with and more and more doesn’t require programming abilities.

“It’s going to replace the jobs of people who don’t adapt to it. But it’s a massive enhancer for those who stay ahead of the curve. It will make your content look better and your research better.”

Zambello looks forward to helping College of Business and Economics students prepare for where technology is going by providing practical knowledge about the state of AI and automation in the hospitality industry and beyond.