{"id":13107,"date":"2025-08-01T15:00:00","date_gmt":"2025-08-01T13:00:00","guid":{"rendered":"https:\/\/haimagazine.com\/uncategorized\/last-minute-holidays-your-trace-is-in-the-system-forever\/"},"modified":"2025-08-05T11:49:03","modified_gmt":"2025-08-05T09:49:03","slug":"last-minute-holidays-your-trace-is-in-the-system-forever","status":"publish","type":"post","link":"https:\/\/haimagazine.com\/en\/ai-in-practice\/last-minute-holidays-your-trace-is-in-the-system-forever\/","title":{"rendered":"\ud83d\udd12 Last minute holidays? Your trace is in the system forever"},"content":{"rendered":"

Not long ago, planning a family trip meant a stack of paper guides, printouts from forums, and figuring out how to not go crazy during a six-hour car ride. Today, you just need to type “plan my vacation with 2 kids” into the ChatGPT window. Well, almost.<\/p>

Because after getting a response, we should also consider what happens to our question after closing the app. It remains on OpenAI servers and in the databases of tourism platforms. Your “vacation with 2 kids” becomes part of the algorithm that recommends hotels to other parents.<\/p>

Artificial intelligence in tourism is gaining popularity \u2014<\/em> according to a 2024 Oliver Wyman study<\/mark><\/a> 41% of consumers use AI to find holiday inspiration or to plan trips (up from 34% in August 2023). Meanwhile, a 2024 Global Rescue study<\/a> <\/mark>shows that 70% of AI users find the technology very or fairly useful in planning trips. But what if this confidence in using AI is premature? Samsung’s example shows that even the biggest players can lose control over data.<\/p>

In April 2023, Samsung employees inadvertently leaked confidential data by pasting it into ChatGPT. One engineer shared faulty source code, another hardware identification data, and another information about products that were yet to be released. The worst news for Samsung was not even the leak itself, but the inability to reverse the mistake.<\/p>

Unlike traditional security breaches, data entered into ChatGPT cannot simply be deleted because it ends up in OpenAI’s training system. Thus, trade secrets related to semiconductor production have become OpenAI’s intellectual property. At this point, they may appear in ChatGPT’s responses to other users, including Samsung’s competitors. Moreover, Google DeepMind researchers have demonstrated that simple commands can “force” ChatGPT to reveal training data. For $200, they extracted over 10,000 unique examples of remembered information.<\/p>

As a result, in May 2023, Samsung banned the use of generative AI tools on company equipment. In May 2025, it partially restored access to ChatGPT in selected departments but with additional security procedures. Product development teams remain completely cut off from external AI tools.<\/p>

Where do the data from our conversations go?<\/strong><\/h4>

Different AI models have different privacy policies:<\/p>

By default, ChatGPT takes user conversations to further train its models. However, you can disable this feature in the settings. To do this, go to your account settings, then to the Data Controls tab,<\/p>

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and disable the option “Improve the model for everyone”.<\/p>

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There’s also an option to delete the entire chat history. To do this, use the option “Clear all chats”.<\/p>

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If you’re using your own assistants created in ChatGPT (known as GPTs<\/em>), we recommend you to check their individual settings and disable the “Use conversations to improve GPT” option, which may be enabled by default.<\/p>

Step 1<\/p>

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Step 2<\/p>

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Step 3<\/p>

Select your GPT and click the pencil icon (Edit GPT<\/em>), which will open the “Configure” panel. At the very bottom, you will find additional privacy settings. There, you will find the option: “Use conversation data in your GPT to improve our models”.<\/p>

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Claude, in turn, doesn’t use conversations for training the model without the user’s consent. Such consent is expressed by rating the response (clicking thumbs up or down and then clicking “Submit”). Sending such a form means consenting to the transfer (for the purpose of improving the model) of the entire conversation to the Anthropic team.<\/p>

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The Enterprise version of Microsoft Copilot doesn’t store data for training models either. It follows the policies consistent with the Microsoft 365 suite. However, in the consumer version, it’s worth checking the privacy settings on account.microsoft.com<\/mark><\/a> page. Under the “Privacy” tab, you can limit the data collection and analysis.<\/p>

If you’re using a personal Gemini account, it records your activity in “Gemini Apps activity.” The collected data may be used to improve the model and personalize services. However, this can be disabled.<\/p>

Step 1<\/strong>Enter https:\/\/myactivity.google.com\/product\/gemini<\/mark><\/a><\/p>

Step 2<\/strong>At the top, you will find a switch to pause activity recording. Click “Turn off”.<\/p>

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Step 3<\/strong>Optionally: set up automatic activity deletion (e.g., every 3 months) or manually delete selected conversations.<\/p>

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For corporate and educational accounts (Google Workspace), a different policy is in place by default, according to which conversations aren’t used to train AI models unless the domain administrator expressly decides otherwise.However, even if you disable all available options, the data you’ve already submitted says more about you than you might think. For instance: does AI know you have children?<\/p>

What is context for you becomes personal data for the algorithm. “Traveling with 2 children”, “My daughter has motion sickness”, “Accommodation close to a water park” \u2014 such tips allow artificial intelligence to build your profile. Of course, that allows it to offer really accurate suggestions. The problem is that the same precision in profiling may mean a higher price than what someone with a different profile would pay for the same hotel.<\/p>

Dynamic pricing: Convenience or manipulation?<\/strong><\/h4>

Your searches, booking history and location are analyzed by dynamic pricing systems. Therefore, sometimes the price of a hotel changes just because we’re searching from a specific city, from an iPhone, or during peak hours.<\/p>

Already in 2012, an Orbitz study showed that Mac users saw higher accommodation prices than PC users. Orbitz discovered that the former spend on average 30% more on hotels and are 40% more likely to book high-standard places. Now, systems have advanced significantly further. In addition to the previously analyzed data \u2014 such as device type, geolocation or browsing history \u2014 now more subtle signals have been added: the pace of decision-making, the way of navigating a website or clicking patterns. Artificial intelligence helps process all this information, but it’s important to remember that it’s just one element of a larger system. Pricing algorithms use hundreds of variables to tailor the offer to users.<\/strong><\/p>

What does the law say about it?<\/strong><\/h4>

The EU AI Act came into effect on August 1, 2024. From February 2, 2025, AI systems that generate unacceptable risk are banned. Article 5 of the AI Act<\/mark><\/a> defines eight categories of prohibited practices. These include manipulative systems that use subliminal techniques, social scoring systems, predictive policing systems and emotion recognition in the workplace. Penalties for their use, which will come into effect on August 2, 2025, can reach up to 35 million euros or 7% of global turnover.<\/p>

Companies need to train their staff and clearly communicate how they process data, what they use them for and how they will be stored. In Europe, GDPR also grants the right to delete data or oppose to its processing. However, sometimes it’s challenging to determine who actually stores the data \u2014 especially when using AI through connected tools or corporate booking systems.<\/p>

How to use AI on holidays without leaving too much of a trail?<\/strong><\/h4>

Artificial intelligence can really simplify trip planning. However, it’s worth approaching it with caution:<\/p>

1. Don’t put everything in one place \u2014 use general terms, for example, “school-age child” instead of names, genders and ages.<\/p>

2. When searching for flights and hotels, use incognito mode<\/p>

3. Compare prices from different devices or locations<\/p>

4. Are you discussing sensitive topics? Choose a model that doesn’t train on data, like Claude or Copilot in the Enterprise version<\/p>

5. Regularly delete your chat history, especially in ChatGPT and Gemini<\/p>

6. For expensive bookings, consider using a VPN<\/p>

Advice for the holiday season<\/strong><\/h4>

Sometimes it’s worth taking 5 minutes to check your privacy settings to ensure that your holiday peace doesn’t end when you return home.<\/p>

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