Tech
Libraries rob to TikTok to create community and recent cultural relevance
Published
2 years agoon
Across most media portrayals, libraries are sternly aloof locations for scholars and college teens to be shushed by matronly docents. In standard belief, many of them are considered as more aesthetics than service, take care of the ancient tourist station that is the central library branch in New York City. (These lions assemble the genuine record backdrop.)
However on TikTok, libraries are your chums, dropped at existence by fellow meme-pushed creators with exact human faces and voices propelling their community hubs to recent phases of utility and cultural influence.
In some solutions, the digital presence of these public training organizations on the platform can genuinely feel take care of a tonal disruption of your widespread FYP scrolling — comment sections are paunchy of comedic shock upon discovering your native library posting memes greatest that you just must know (in most cases thru proliferation pushed by standing-chasers). However they additionally come what might per chance fit acceptable in, embracing TikTok’s particular posting custom with silly and informative converse.
More than the rest, libraries advise an altruistic sing of the app, as a system to connect with laborious-to-reach populations, bring together them drawn to a public merely, after which back them resolution questions, create community, and enrich themselves in near to any system well-known, on-app or off.
As suppose governments encroach on tutorial freedoms(opens in a brand recent tab), nationwide book ban attempts reach file highs(opens in a brand recent tab), and defunding efforts(opens in a brand recent tab) threaten the steadiness(opens in a brand recent tab) of libraries, social media engagement efforts are working to convince the nation that these public resources are a must-have.
Whether as an influencer hub, search engine, or station for community-generated training, TikTok has change into the originator, collector, and promoter of current digital custom and its active contributors. Libraries fit correct into a subsect of the app centered on training, but in a system that is rather about a than person converse creators and additionally separate from the corporate- and imprint-oriented pages(opens in a brand recent tab) that have exploded on the app.
Libraries tapping into the digital zeitgeist
In a Venn map of TikTok converse, library accounts overlap with one other of the platform’s most standard facets, acknowledged as #BookTok. However even amongst these literary havens, libraries stand out.
As suppose and city entities, public libraries can not monetize their converse on the app take care of numerous person creators, brands, and nonprofits are ready to — they might be able to not earnings gifts on TikTok Dwell, earnings from affiliate codes of their bios, paywall premium converse, or sing the app’s recent e-commerce characteristic(opens in a brand recent tab). Quite than an avenue for monetary and imprint enhance (internal most or corporate), in these cases the app is more take care of a digital resource aesthetic, connecting native libraries to their bases whereas concurrently bolstering the properly-established network of libraries nationwide.
The perks of getting these public entities on their salvage uniquely comfy corner of the app fling both solutions, with patrons taking advantage of outreach and libraries taking advantage of entry. Tevin Vuong is a librarian and member of Brentwood Public Library(opens in a brand recent tab)‘s publicity division, which implies handling all things social media, marketing, and graphic manufacture. Vuong is additionally the face of the library’s TikTok account(opens in a brand recent tab), which used to be started in 2020.
“I used to be given the ingenious freedom to carry out what I believed could per chance be most effective and to be a shrimp queer, to be a shrimp more experimental in contrast to how we had been on Fb and Instagram,” Vuong acknowledged. “I believed it used to be well-known to have a face to connect with the ‘imprint,’ so I took it upon myself to originate being on camera more.”
Vuong is a Brentwood, New York, native, born and raised, who started working for the library 10 years within the past as a volunteer. Since then, Vuong has change into a form of native movie star amongst library team of workers and its patrons, despite their humility over the accidental standing. “I’ve gotten acknowledged by kids strolling thru the constructing, and they also’re take care of, ‘We take care of you on TikTok!'”
And whereas that is a queer phenomenon in a library atmosphere, the minute discomfort of being a TikTok movie star with hundreds of viewers is canceled out by the impact of reaching teens. Vuong outlined that TikTok’s change into the very best system to connect their marketing efforts with teen audiences, which is, historically, one amongst the toughest-to-reach populations for the library.
“We wrestle to bring together these childhood to peek at our marketing on Fb, Twitter, or Instagram, but they’re staring at us on TikTok. They behold our converse, so we comprehend it’s working.”
Vuong knows what sells on TikTok: fandom memes.
Credit: Brentwood Public Library
Paul Wellington is the social media specialist for the Cincinnati & Hamilton County Public Library(opens in a brand recent tab) design, which oversees 41 locations for more than 800,000 patrons. Like at Brentwood, Wellington says the Cincinnati Public Library TikTok(opens in a brand recent tab) (shortened for socials) has offered a system to reach faculty students and rather about a young adults within the 18-to 24-three hundred and sixty five days-extinct age differ, who tend to be sequestered from public library programs thanks to the provision of college or faculty libraries.
“Total, that is been a genuinely laborious demographic to engage, now not greatest with us, but all the procedure thru libraries around the nation,” he outlined. “However TikTok could per chance be the genuine platform the build aside we is also genuinely silly, a shrimp more silly. It’s genuinely huge to engage with our youthful demographic on there.”
Section of that success is also attributed to TikTok’s ability to make sing of trending sounds, memes, and filters to connect with audiences thru a total vernacular. It could per chance per chance per chance additionally be a manufactured from the promotion and availability of digital resources, which grew to change into more a must-have than ever at some level of the pandemic and proceed to enchantment to other folks on-line and off.
“We already had this gargantuan assortment of digital services and products and resources that patrons can entry, and we frail our social media platforms, including TikTok, to push those services and products, to assemble those services and products more considered. It’s now not acceptable for our patrons, due to these kinds of services and products are available within the market at your native library,” Vuong acknowledged.
And in doing this, Vuong outlined, library accounts on TikTok are ready to enhance every other in a de facto mass public training effort, re-enticing communities with the genuine cause of a library and what its capacity ability to patrons.
“We attempt to promote stuff that can earnings all libraries, services and products that most libraries would have entry to,” Vuong acknowledged. Connections to resources take care of printing services and products, WiFi hotspots, and queer presents for checkout take care of manga books and plant seeds(opens in a brand recent tab) have made the checklist of shoutouts, apart from board games, card games, vacuums, 3D printers, and even blood stress screens — all forming a numerous space of offerings solidifying the library’s intention as a core community asset.
“Replacement other folks have to now not privy to what the stylish public library is,” Vuong acknowledged. “Our library is a discovering out hub. Patrons can near in and be taught English as a second language or rob pc lessons. We’re additionally a community center. Of us can near together for cooking lessons, health lessons. We’re additionally a literacy hub. We provide all kinds of books for all groups, ages, other folks, subject issues. We additionally have book discussions for Spanish speakers, due to Brentwood has a dapper Spanish-speaking community. And we’re additionally a custom center. We now have a responsibility to preserve the rich ancient previous of Brentwood.”
Libraries supporting libraries
Unlike Vuong’s somewhat singular presence on the Brentwood page, the Cincinnati Public Library account is a abundant look for of the town’s entire network of libraries, including the celebrities of the page. Wellington outlined that the social media team travels around the branches to file converse, and typically entails participants of the communications division and even posts movies made by rather about a team of workers themselves in a network-wide effort. “We’re very mindful to have our converse on TikTok judge our differ and the team of workers that now we have,” he acknowledged. “[TikTok] is additionally an limitless system to have genuinely numerous followers, as properly.”
Libby Scott is the communications manager for Cincinnati & Hamilton County Public Library. She says that there is an overwhelming sense of fun and engagement with the team of workers thru the introduction of TikTok movies, which could per chance be viewed by other folks around the area. About half of of the account’s followers are locals, whereas now not lower than five percent are from worldwide locations outdoor the US.
Despite their account’s queer station on the app, Scott and Wellington reiterated that libraries have to now not immune from the stress to put up the following viral TikTok.
Wellington captures all components of the library’s work for its social pages.
Credit: Cincinnati & Hamilton County Public Library
“We’re at a shrimp little bit of a reflection standpoint,” Scott acknowledged. “We have been doing heaps of experimentation, and we’re at a level the build aside we’re take care of, what else could per chance we attempt? For our applications, we are centered on an absence of know-how, after which elevating consciousness of what we characteristic out, what we provide, and the total other folks we back and enhance.”
One among Cincinnati Public Library’s most standard movies(opens in a brand recent tab), to illustrate, is in regards to the design’s waiving of leisurely expenses, a “comely-free” shift which many libraries have additionally taken. Libraries have to now not acceptable informing patrons about their salvage branches on the app, however. They are additionally constructing recent kinds of connection and enhance with rather about a programs around the nation.
Genuinely, the TikTok library community has change into a social space in and of itself. “We’re commenting on rather about a library TikToks,” Vuong acknowledged. “They’re commenting on ours. I’m interacting with librarians from libraries all the procedure thru the nation, from Texas to Philadelphia, even those native to us. I’m interacting with these libraries I’ve in no procedure considered in person.”
Vuong credits the Brentwood page’s shift in posting frequency to taking stumble on of a “fling-the-book” traits amongst libraries who had already been established on the app, which at closing resulted in their two most(opens in a brand recent tab) viral model(opens in a brand recent tab) movies. “There is one thing take care of a aggressive nature to it,” Vuong outlined.
The lighthearted shipping of tutorial converse, the practicality of helpful public files built-in cleanly into existing scroll habits, the homegrown creators breaking down boundaries thru memes and feeble ground — all of it provides as much as an accessible recent cultural presence that refreshes the stodgy perception of libraries of extinct.
“It’s genuinely huge to humanize the library, due to it’s phase of the community,” Wellington acknowledged. “They know who these other folks are, they’re here daily or a week to allow you to acquire a book or allow you to acquire a resource. It’s significant to search out who we are and portray our faces.”
Libraries as the recent teen space
One other station the build aside libraries on TikTok fluctuate from the platform’s rather about a users, and even from the #BookTok community they’re so carefully aligned with, is that libraries genuinely desire you to stop the app and produce together off their pages. As welcoming as the posts and comment sections are, greeting followers in person issues far more.
Michael Buono is Vuong’s supervisor and head of Reference and Patron Companies and products at Brentwood Public Library. Buono acknowledged that there might per chance be a false impression that libraries are now not buzzing social areas. “We’re a extremely busy station. We’re now not a aloof station. There is now not at all times the expectation that persons are fully restful. The community is de facto all here.”
Brentwood Public Library is as mighty a social space because it’s far a discovering out hub.
Credit: Brentwood Public Library
A whole lot of the social team’s work is making that acknowledged, namely for youthful patrons. Vuong outlined that the library hosts its salvage soundproofed teen space, separate from the rest of the library, for youths to make sing of for socializing and reading. The Cincinnati & Hamilton County Library additionally dedicates space and programming to this age neighborhood(opens in a brand recent tab), including providing LGBTQ resources.
And here is the center of the energy of libraries within the digital age. As communities craved in-person social interaction and navigated the recent IRL realities put up-lockdown, teens had been left with even fewer alternate ideas than earlier than. Of leisurely, increasingly more institutions are viewing teens as liabilities, as witnessed thru the recent chaperone insurance policies of Knott’s Berry Farm(opens in a brand recent tab) or the curfew restrictions on kids space by retail outlets and rather about a extinct “third areas(opens in a brand recent tab)” outdoor of house and work or faculty. It’s phase of a wave of teen-based restrictions on patronage(opens in a brand recent tab) that extra limit the locations the build aside childhood can acceptable be childhood.
The narrowing of entry lies in bid opposition to a wave of nostalgic longing that is taken over exact world interactions and digital custom, which has gotten teens motivate into areas that older generations opinion had been as soon as deserted.
“I’m extinct,” Buono acknowledged. “We frail to have video retail outlets. My chums and I, when we had been childhood, would fling to the video store, opt a movie, and now not carry out a thing. They originate now not have a station to carry out that anymore. Whenever you obtain yourself looking out out for to have that taking a see experience, we’re the genuine station that it’s most likely you’ll per chance per chance doubtless carry out that with out additionally expecting to have money readily available within the market to bring together it. All the pieces else is a store.”
The lack of physical gathering locations could per chance assemble childhood far more reliant on social media(opens in a brand recent tab) as the genuine station to assemble community, engage in cultural and tutorial alternate, and merely celebrate — but that is the build aside libraries could per chance near in.
“We are a pillar of the community and provide community space,” Scott outlined. “Whether we’re speaking about social media or assembly room space or public space, our structures are a station for community.”
The revamped image of libraries as a social atmosphere, helped by their newfound connections on TikTok, could per chance impact acceptable about everybody, as capacity beneficiaries of one amongst the few last public areas that have no expectation of consumption, that originate now not require patrons to have the funds to assemble a salvage affirm or demand the rest beyond the want to sit down in community. That dynamic is additionally stutter in-app, on the library pages themselves, however it has which implies far beyond.
“The vogue forward for libraries is as community centers,” Vuong acknowledged. “A station the build aside locals can near if they’re buying for back, must you’re making an attempt to have a study a subject, must you are looking out out for to must cling around along with your chums, or must you’re acceptable buying for a obtain station to be.”
For now, other folks can near together in discovering a identical assemble of reduction within the comment sections of the library TikTok accounts, beacons all the procedure thru the crowd of influencers, brands, and product solutions, that provide a miles more clear-cut different.
Desire more Social Appropriate experiences in your inbox? Test in for Mashable’s Top Stories and Offers newsletters this day.
Breeze joined Mashable’s Social Appropriate team in 2020, retaining on-line experiences about digital activism, climate justice, accessibility, and media illustration. Her work additionally touches on how these conversations manifest in politics, standard custom, and fandom. As soon as in some time she’s very silly.
Sahil Sachdeva is the CEO of Level Up Holdings, a Personal Branding agency. He creates elite personal brands through social media growth and top tier press features.
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Retailers across the U.S. are gearing up for one of the busiest shopping days of the year, offering deep discounts and exclusive deals, further driving up sales. Many major brands have extended their sales over multiple days, offering customers plenty of opportunities to snag deals well before Cyber Monday arrives.
Record-Breaking Retail Sales Expected
The 2024 holiday shopping season is shaping up to be one for the history books. U.S. retail sales are expected to hit a record-breaking $75 billion during the holiday season, signaling robust consumer demand despite concerns about inflation. Retailers are seeing more shoppers than ever turning to online platforms for their holiday purchases. With an expanding range of products—from electronics and beauty items to home goods and fashion—the e-commerce boom is set to continue throughout the season.
As shopping habits shift, more consumers are taking advantage of “buy now, pay later” services, which are becoming increasingly popular during the holiday season. This allows shoppers to break up the cost of their purchases, making it easier to take advantage of deep discounts without putting a strain on their wallets.
The Growing Dominance of E-Commerce
This year, e-commerce is expected to continue its dominance, with both retailers and shoppers embracing the convenience of online shopping. Consumers have become accustomed to shopping from the comfort of their homes, and major retailers are offering a seamless online experience to match. As a result, physical store traffic has been on the decline, with more shoppers opting for the ease and flexibility of online purchases, especially on days like Cyber Monday.
In addition to record-breaking spending, experts are also forecasting an increase in “experience-driven spending.” Shoppers are more likely to splurge on self-gifting this season, treating themselves to everything from tech gadgets to personal care items. Categories like electronics, fitness products, and beauty items are among the biggest winners in the race for holiday sales.
A Strong Economy Fuels Record Spending
Despite concerns over rising inflation and potential tariff increases, the U.S. economy remains resilient. Economic indicators suggest that consumer confidence is strong, with spending growth expected to continue into 2024. Even with the challenges posed by inflation, consumers are eager to take advantage of the holiday deals, ensuring that retailers see a record-breaking finish to the year.
The forecasted $75 billion in retail sales is a testament to the ongoing strength of the American consumer. As retailers continue to adapt to changing shopping behaviors, it’s clear that the future of retail is online, and Cyber Monday will continue to be a highlight of the shopping season.
Cyber Monday 2024 is shaping up to be a landmark event in the world of retail. With shoppers already breaking records, spending an impressive $10.8 billion online on Black Friday, and consumers forecasted to hit new highs this Monday, it’s clear that e-commerce is driving the retail boom. As U.S. retail sales soar toward a record-breaking $75 billion this holiday season, it’s evident that the future of shopping is digital, and Cyber Monday remains a key pillar in the ever-evolving landscape of online retail.
Tech
Apple’s Latest Patent Revolutionizes Home Security with Facial Recognition and Bodyprint Technology
Published
2 months agoon
November 27, 2024Apple is once again pushing the boundaries of innovation with its latest patent, designed to revolutionize home security. The newly granted technology combines advanced facial recognition with a unique feature called Bodyprint, enhancing security systems in ways never before imagined. This patent represents a significant leap forward, ensuring that homes can remain secure while prioritizing privacy and user control.
The Power of Facial Recognition and Bodyprint
Traditional security systems have relied heavily on facial recognition to identify individuals, but Apple’s new system goes beyond this by adding the concept of Bodyprint. This bodyprint technology identifies individuals based not just on their face but also on their body’s unique physical characteristics—such as the shape of their torso and the clothes they wear. By combining these two methods, the system can recognize people even when their face is obscured or turned away, offering a more comprehensive and reliable security solution.
The use of Bodyprint is what truly sets this technology apart. Apple’s latest patent suggests that the camera will store information about a person’s physical traits, generating a “bodyprint” that works in tandem with facial recognition. This allows the system to track and identify individuals with greater accuracy and flexibility, ensuring a secure environment, even if facial features are not clearly visible.
How the System Works
Once installed, the security camera system regularly captures images of people approaching the camera, storing these images temporarily to create a database of bodyprints. Using deep learning models, the camera continuously analyzes these images to improve its recognition abilities over time. If it detects a match, it sends a notification to the user, allowing them to view the live feed on their Apple devices, such as an iPhone, iPad, or Apple TV.
The system’s ability to recognize individuals based on Bodyprint and facial recognition ensures that homeowners are not only notified of arrivals but can also trust that the identification process is accurate and reliable. It’s a system that prioritizes both security and privacy, giving users the peace of mind that their home is being protected in an advanced yet discreet manner.
Apple’s Vision for the Future of Smart Security
This patent is part of Apple’s broader strategy to expand into the smart home sector. The company has expressed its intent to develop secure home devices, starting with a privacy-focused security camera and an intelligent home hub. These devices will work seamlessly with Apple’s existing ecosystem, offering consumers a more integrated experience. The use of Bodyprint alongside facial recognition is a perfect example of how Apple is revolutionizing the smart home market, offering a new level of protection while staying true to its core values of privacy and user control.
A New Era of Secure Smart Homes
With this latest patent, Apple is once again demonstrating its commitment to pushing the boundaries of what technology can achieve. The combination of facial recognition and Bodyprint in a security system is a game-changer, offering users a more reliable and sophisticated way to keep their homes secure. As Apple continues to innovate, we can expect even more groundbreaking technologies in the smart home sector, all designed to make our lives easier and more secure.
In conclusion, this new patent marks a milestone in the evolution of home security. With Bodyprint technology and facial recognition, Apple is leading the way in creating secure and innovative solutions that will change the way we think about home safety. As the company’s vision for the smart home becomes a reality, we can only imagine what’s next.
Tech
Inside Elon Musk’s Breakup with OpenAI: What Happened Behind the Scenes?
Published
2 months agoon
November 19, 2024Elon Musk, the visionary entrepreneur behind Tesla, SpaceX, and Neuralink, has always been a prominent advocate for artificial intelligence. But his relationship with OpenAI—a company he co-founded in 2015—took an unexpected turn when he parted ways with the organization in 2018. What caused this high-profile breakup? Here’s a deep dive into the internal dynamics and the events that led to the split.
The Genesis of OpenAI
Elon Musk co-founded OpenAI with a bold mission: to ensure artificial intelligence benefits all of humanity. At its inception, OpenAI was a non-profit, emphasizing ethical AI development. Musk was instrumental in funding the initiative, pledging millions to support its vision. His influence, alongside other co-founders, helped position OpenAI as a global leader in AI research.
Inside Elon Musk’s Vision for AI
Musk has long been vocal about the potential dangers of artificial intelligence. He feared that without proper oversight, AI could spiral out of control. This fear was a driving force behind his involvement in OpenAI. According to Musk, the goal was to create a counterbalance to corporate AI giants like Google and Microsoft, ensuring a safer future for humanity.
What Went Wrong? The Internal Struggles
The split between Elon Musk and OpenAI was reportedly due to internal disagreements over the direction of the organization.
- Diverging Visions
Musk’s vision for AI safety clashed with OpenAI’s evolving approach. While Musk prioritized caution, OpenAI began exploring cutting-edge, transformative AI applications, which Musk feared might become too powerful or misused. - Leadership Disputes
Internal reports suggest Musk proposed taking over OpenAI to realign it with his vision. However, his proposal was rejected, leading to friction between Musk and other co-founders. - Transition to For-Profit
In 2019, a year after Musk’s departure, OpenAI shifted to a “capped-profit” model, allowing the organization to raise funds from investors. Musk publicly criticized this move, arguing it deviated from OpenAI’s original non-profit ethos.
Elon Musk’s Next Steps
After his departure, Musk didn’t abandon AI entirely. Instead, he doubled down on his AI-related efforts through other ventures:
- Tesla’s AI Initiatives
Tesla’s autonomous driving technology heavily relies on AI, with Musk leading innovations in neural networks and machine learning. - Neuralink
Musk’s brain-computer interface company, Neuralink, reflects his desire to merge human intelligence with AI to stay ahead in the AI race.
OpenAI After Elon Musk
Despite Musk’s departure, OpenAI has grown exponentially. Its flagship product, ChatGPT, has become a household name, revolutionizing the way we interact with AI. However, critics argue that OpenAI’s transition to a for-profit model aligns it more closely with the corporate entities it once sought to counteract.
Final Thoughts: A Complex Legacy
The breakup between Elon Musk and OpenAI highlights the complexities of balancing innovation, ethics, and corporate governance in the AI industry. While Musk’s departure marked the end of an era for OpenAI, it also paved the way for new advancements in AI under his other ventures.
This chapter in Musk’s career serves as a reminder of the importance of aligning vision with execution—especially when dealing with transformative technologies like artificial intelligence.
Tech
AI in Travel Planning: Enhancing Your Travel Experience, But Not Replacing Human Expertise
Published
2 months agoon
November 18, 2024In the age of technology, artificial intelligence (AI) is making significant strides in travel planning. AI travel assistants are changing the way we plan our trips, offering convenience and quick results. However, despite the impressive skills of AI, human expertise remains indispensable in crafting the perfect trip. While AI can enhance the planning experience, it is far from replacing the nuanced touch of experienced human agents.
AI excels in certain aspects of trip planning, particularly when it comes to comparing prices, finding nearby amenities, and providing tailored recommendations. It’s helping travel enthusiasts save time by quickly whittling down vast amounts of data into something manageable. Whether you’re searching for the best flights, exploring local activities, or trying to find a nearby restaurant, AI tools can offer instant suggestions based on your preferences.
A February 2024 survey by Adobe found that over half of Americans have already used AI to assist in travel planning. From discovering working hours for hotel services to finding parking, restaurants, and pharmacies, AI tools are simplifying the trip planning process. The power of AI lies in its ability to analyze large amounts of information and provide quick, general recommendations—perfect for travelers who need to make fast decisions or get a rough idea of what’s available.
While AI is an excellent tool for streamlining the planning experience, it still has limitations. One of the main gaps AI faces is its reliance on static data. For example, when it comes to the latest information—like changes in flight schedules, hotel availability, or the availability of new attractions—AI models often lack real-time updates. This is where human expertise shines. Travel agents and industry professionals who stay on top of current trends and updates offer a level of insight that AI simply cannot replicate.
Moreover, while AI can suggest popular destinations or activities, it cannot uncover local favorites or hidden gems. Human agents, with their years of experience and personal knowledge, are often the best source for these unique, off-the-beaten-path recommendations. If you’re seeking a truly personalized travel experience, human expertise is key.
AI has its place in travel planning, but there are times when it should not be relied upon as the sole source of guidance. For instance, when you need the most up-to-date information or when planning a complex, multi-leg trip that requires specific expertise, a human travel agent is invaluable. AI may also struggle when it comes to booking certain travel services, such as airline tickets or hotel rooms, which often require flexibility or custom arrangements.
That being said, AI can still be a valuable assistant in the planning process. It’s ideal for tasks like comparing prices, exploring activities, and getting quick suggestions based on general preferences. But when it comes to crafting a detailed, personalized trip plan that goes beyond the basics, human travel agents remain essential.
AI is transforming the travel industry, offering tools that make trip planning faster and more efficient. Its ability to sift through vast amounts of data and provide quick recommendations is certainly a game-changer. However, while AI can assist with many aspects of travel planning, it cannot replace the skill, experience, and personalized touch that human agents bring to the table.
When planning your next trip, consider using AI to streamline your research and save time, but don’t overlook the value of consulting with a human expert to ensure your travel experience is seamless, enjoyable, and truly unique. The future of travel planning lies in combining the best of both worlds: the speed and convenience of artificial intelligence, paired with the expertise and personalization of human guidance.
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