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📆 Titanka Spa, a company managing over 800 million euros in annual bookings, is integrating Artificial Intelligence (AI) into its Customer Relationship Management (CRM) software designed for the hospitality industry. CEO Marco Baroni explained that the demand for fully automatic systems, like their "Mr Preno" room selling system, is to compensate for front-end/back office staff shortages. However, AI lacks the critical sensitivity of human experts and can make errors due to lack of expertise. The real challenge is determining the limit of AI intervention and knowing when human interaction is necessary. AI's difficulty in understanding human intentions and improving through generative methods is a myth unless humans provide clear instructions. The interaction between humans and AI needs to be reciprocal for AI to perform tasks effectively. The dilemma of revealing to customers that they're interacting with a bot remains, as this can discourage the human-machine interaction and potentially lead to booking abandonment. More questions asked to AI also mean higher energy consumption for the facility. The ideal solution is not to rush into AI adoption but to understand its limitations and apply it to specific functions.