Artificial Intelligence in the Tourism Industry: A privacy impasse

Artificial Intelligence (AI) adoption in the tourism industry has resulted with privacy concerns as companies feed a vast amount of consumer data into AI, creating sensitive customer information. Therefore, this research aims at investigating the adequacy of the Personal Data Protection Act 2010 in addressing the privacy challenges raised by AI. Combining the doctrinal methodology and a case study, this research produced systematic means of legal reasoning pertinent to AI applications in the tourism industry. Ensuring privacy and security through every phase of the data lifecycle is pivotal to avoid legal liability for the tourism players while preserving customer confidence. Keywords: Artificial Intelligence and Law, Privacy and Artificial Intelligence, Privacy Engineering Model, Data Protection and Artificial Intelligence eISSN: 2398-4287 © 2022. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under the responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians), and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7iSI7.381