Rome, Italy – For the first time in the history of BTO – Buy Tourism Online, Simone Puorto, a globally recognized consultant, author, and technophilosopher in the travel and hospitality industry, will push the boundaries of innovation by sending his digital clone to deliver his keynote speech. This bold experiment exemplifies the transformative potential of artificial intelligence and its implications for the future of the hospitality sector.
BTO, Italy’s premier event dedicated to digital tourism, innovation, and training, will host Puorto’s groundbreaking presentation. Over its 15-year legacy, BTO has been a hub for innovative ideas and transformative discussions, and this year, Puorto’s digital keynote promises to be a highlight.
A Digital Puorto in Action
Rather than appearing in person, Puorto will deliver his address via a digital version of himself, crafted using cutting-edge generative AI technologies. The “clone” is built on a large language model (LLM) trained on 25 years of Puorto’s professional content, including books, lectures, podcasts, and articles. This digital persona will respond in real-time during the Q&A session, mimicking his signature provocative, philosophical, and “punk” style, as well as his insights and tone.
Puorto’s video avatar will visually and audibly represent him on stage to complement the AI-powered speech. Created using an advanced AI video generator, this avatar accurately replicates his physical appearance and voice. From his meticulously recreated facial expressions to his distinctive speaking cadence, the experience is designed to feel like Puorto himself was present—despite his physical absence.
A Provocation for the Industry’s Future
Simone Puorto’s decision to “outsource” his presence is both a demonstration and a challenge to the hospitality industry, which has often been slow to adopt and integrate AI technologies. This presentation is a provocation, Puorto explains, aimed at showcasing the deep transformations AI will bring to our industry. If my digital clone can deliver a keynote, imagine what AI can do for hoteliers and restaurateurs who are still skeptical of its potential.
By entirely delegating his keynote to AI, Puorto raises important questions about the role of technology in human-centered industries like hospitality. What does it mean for an industry built on personal connections and bespoke experiences when technology becomes capable of replicating, and even improving upon, human interactions? This experiment challenges preconceived notions, urging professionals to rethink the limits of AI integration—not as a threat but as an opportunity to redefine operational efficiency, creativity, and guest engagement.
After the digital clone concludes the session, the “real” Simone will connect briefly for a live salutation, giving the audience a unique opportunity to directly compare the AI-driven keynote with the human touch. This side-by-side experience is designed to provoke critical thought about the balance between automation and humanity in shaping the future of hospitality.
This isn’t Puorto’s first bold move to explore the intersection of technology and public speaking. In 2021, he stunned the BTO audience by “teleporting” onto the stage in the form of a hologram—a striking display of innovation that set new benchmarks for virtual appearances. However, this marks the first time he has completely entrusted a speech to AI, pushing the boundaries of what’s possible even further.
The keynote also serves as a broader metaphor for the industry’s future. With AI technologies advancing at an unprecedented pace, businesses have a choice: resist and risk obsolescence or embrace and harness these tools to stay ahead. Puorto’s provocative approach reminds hoteliers, restaurateurs, and destination managers that the question is no longer if AI will transform the industry but how they will adapt to and leverage its potential.
By presenting this vision in such a tangible and disruptive manner, Puorto invites the audience to confront their fears and preconceptions about AI. His digital clone stands as a testament to how technology can complement, rather than replace, human ingenuity, allowing industry professionals to refocus on what truly matters: providing exceptional, heartfelt guest experiences.
BTO: The Nexus of Innovation
The BTO event, renowned for its infectious energy and innovative atmosphere, attracts leading thinkers and operators from across the globe. Organized around four thematic tracks—Destination, Digital Strategy & Innovation, Food & Wine Tourism, and Hospitality—this year’s event promises to explore digital tourism’s most pressing challenges and opportunities.
Puorto’s session is particularly significant for its alignment with BTO’s mission to educate and inspire through cutting-edge content. By presenting his “digital clone,” Puorto invites the audience to imagine a future where AI seamlessly supports creativity, operations, and guest experiences in hospitality.
About Simone Puorto
Simone Puorto is a consultant, author of a dozen books, and keynote speaker whose career spans over two decades. Known for his thought leadership in travel and hospitality, Puorto co-founded Rebyū, an AI startup designed to automate hotel review responses, and founded Travel Singularity, a consultancy focusing on the convergence of Web3, GenAI, and hospitality. His latest book, We Are The Glitch, explores the intersection of posthumanism and hospitality, offering insights into how technology can enhance the guest experience.
Puorto has also gained acclaim for organizing Polybius, the first 24-hour metaverse event in the travel industry, and his academic contributions as an MBA lecturer at prestigious institutions such as LUISS, ESSEC, and Les Roches.
Attend the Digital Revolution
Simone Puorto’s keynote at BTO is an unmissable opportunity to witness the future of AI and hospitality in action. The event will leave attendees questioning what technology can do and what it means for the human elements of hospitality.
Event Details:
What: Simone Puorto’s Keynote, featuring his Digital Clone
When: November 28, 16:00
Where: BTO – Buy Tourism Online, Stazione Leopolda, Florence
For more information on BTO and to secure your spot, visit https://www-stg.bto.travel/speaker/simone-puorto/.
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