Visit Colorado Springs debuts AI chat tool for travelers

COLORADO SPRINGS, Colo. — Visit Colorado Springs has introduced an AI-powered chat feature on its website designed to help travelers plan trips, find activities and access information in real time.

The organization partnered with Matador Network’s GuideGeek, which it describes as a leading travel-focused AI platform. Since its soft launch earlier this year, the tool has assisted about 5,000 users and answered nearly 10,000 messages.

The AI assistant, called Penny the Pika, scans the VisitCOS.com website along with more than 1,000 travel data sources. Users can message the tool in 50 languages and receive guidance on itineraries, trip planning, packing and new attractions in the region.

“Penny has already been so helpful for our visitor services staff, helping field and respond to key visitor inquiries,” said Melissa Williams, director of marketing. “We have access to the backend of the technology where we can dive into insights like what questions people are asking the most and where there may be content gaps on our website that we need to address.”

Visit Colorado Springs worked with GuideGeek to train the AI so its responses match the organization’s voice and content. A major part of that training focused on sustainability. The AI promotes Leave No Trace principles and encourages responsible use of parks and trails.

“One key objective when we were developing Penny was for the AI to recommend lesser-known and lesser-trafficked hikes and outdoor activities,” said Ross Borden, CEO of Matador Network. “The Visit COS team wanted to ensure that the AI provided a broad range of options on outdoor prompts, including alternatives to sites that can become crowded at certain times of year.”

GuideGeek emphasizes sustainability in its technology design. By prioritizing existing content from VisitCOS.com rather than building a standalone language model, the system reduces energy use and associated carbon emissions.

Visit Colorado Springs said it will continue to monitor the efficiency and environmental impact of its technology tools as it expands digital services for visitors.