The world is always changing, with new and exciting innovations constantly being developed to make our lives and our jobs easier. This is certainly true in our industry of content creation, with artificial intelligence (AI) taking the world by storm and creating a whole new world of possibilities and opportunities. Some may find it frightening – perhaps even a little threatening – but at the Travel Content Collective, we recognise the exciting ways in which we can use an AI writing tool as a tool to improve our offerings. These days, just about anybody can use AI to generate content. All you need to do is give your commands and within seconds, you’ll be provided with entirely unique content that sounds like it’s been written by a human.