As travelers increasingly turn to artificial intelligence to plan trips, Explore Asheville is adapting its online marketing to make sure the destination shows up in AI-driven searches. The strategy was outlined by staff members during the Buncombe County Tourism Development Authority’s (TDA) Jan. 28 board meeting. The tool allows visitors to ask natural-language questions — such as planning a three-day food-focused trip or combining hiking and music — and receive customized itineraries. Behind the scenes, Explore Asheville is also investing in “answer engine optimization” (AEO), a strategy aimed at ensuring the city’s information appears correctly in AI-generated responses, not just traditional search results. Together, the initiatives are intended to “future-proof our infrastructure,” Stephens said, as AI continues to reshape how visitors discover the area.