In this special edition of Destination Discourse, Stuart Butler and Adam Stoker dive into one of the most groundbreaking developments in AI—DeepSeek. This new Chinese large language model (LLM) has sent shockwaves through the tech world, shaking up the stock market and challenging the dominance of American AI companies. But what does this mean for destination marketers and the future of AI adoption?

From the economic implications to the potential risks and practical applications for DMOs, this conversation explores how DeepSeek could change the AI playing field. Plus, Stuart and Adam break down what DMOs should be doing right now to stay ahead of the curve and why this moment in AI history is eerily similar to the early days of Google and search engines.

Key Takeaways

🧠 DeepSeek’s Game-Changing Impact

 • A low-cost, high-performance AI model that was developed for a fraction of the cost of its American counterparts.

 • Claims to have trained on older Nvidia chips, proving that powerful AI can be built without top-tier hardware.

 • Open-source availability, meaning anyone can access and use it for free—threatening existing AI revenue models.

📉 Market Shake-Up

 • Nvidia’s stock plummeted after DeepSeek’s announcement, signaling a potential shift in AI infrastructure.

 • A global AI race is officially on, and China is proving to be a serious contender.

 • Raises ethical concerns and questions about data security, government influence, and AI regulations.

💡 What This Means for DMOs

 • Now is NOT the time to pick a side—the AI landscape is still shifting too rapidly.

 • Test multiple AI tools instead of committing to just one (ChatGPT, Claude, Gemini, Perplexity, and now DeepSeek).

 • AI is evolving fast, and DMOs that hesitate to adopt AI risk becoming obsolete.

 • AI isn’t just a tool; it’s a business survival strategy.

🔍 Historical Parallels: The AI Arms Race = The Search Engine Wars

 • Just like Google disrupted Yahoo and Ask Jeeves, today’s AI battle will have clear winners and losers.

 • Switching AI platforms is easy right now—but within 1–2 years, users will be locked into their AI of choice.

 • If you aren’t experimenting with AI today, you’ll be left behind tomorrow.

⚠️ The Existential Threat to DMOs

 • Some DMOs are still banning their teams from using AI tools—a move that could cripple them in the long run.

 • AI is automating content creation, customer service, and data analysis—jobs that many in the tourism industry still do manually.

 • The destinations that embrace AI will outpace those that don’t—widening the competitive gap.

🎵 Plus: The World Premiere of the Stu’s News Jingle!

 • After much anticipation (and Adam’s persistence), the Stu’s News segment finally gets its official theme song.

 • The AI-generated jingle sets the tone for the biggest industry news updates.

 • The real question: Should it stay or go? Listeners get to decide!

Why Listen?

This episode is a wake-up call for the tourism industry. Whether you’re an AI skeptic or an early adopter, Stuart and Adam explain why staying passive is no longer an option. Learn what AI means for your DMO, why AI advancements are accelerating faster than ever, and what you can do TODAY to ensure you don’t get left behind.

🎧 Listen Now and Join the Conversation!

💬 Connect with Us:

 • Stuart Butler → [email protected] | LinkedIn

 • Adam Stoker → [email protected] | Tourism IQ

🔗 Related Episodes:

 • The Existential Threat to DMOs: Are We Becoming Irrelevant? (Coming Soon!)

 • The AI Revolution in Destination Marketing: Are You Ready?

 • Why DMOs Need to Prioritize Owned Media NOW

💭 What do you think? Should DMOs embrace DeepSeek, or is this just another AI hype cycle? Share your thoughts with us! 🚀