WILLEMSTAD – The Curaçao Tourist Board (CTB) is undertaking an internal artificial intelligence transformation, introducing Anthropic's Claude AI platform to improve productivity, strengthen organizational capabilities, and prepare employees for the technological demands of the future.
In an exclusive interview with Curaçao Chronicle, CTB Director Muryad de Bruin confirmed that the organization has selected Claude as its AI provider and is working toward integrating the technology throughout its operations.
The initiative goes beyond using artificial intelligence for tourism promotion. It represents an effort to modernize the way CTB employees perform their daily responsibilities.
CTB Director Muryad de Bruin
According to De Bruin, the implementation initially involves managers and coordinators, with the intention of gradually expanding AI adoption throughout the organization.
The director explained that CTB wants employees to understand artificial intelligence and learn how to use it to perform their duties more efficiently and effectively.
However, he emphasized that technological modernization does not mean the organization intends to reduce its workforce.
Speaking about the possible consequences of AI adoption, De Bruin stated that, from his perspective as director, the technology should improve employee productivity rather than eliminate jobs.
"We're not looking to lose any employee. We're bringing tools in for them to do their jobs better and faster," he told Curaçao Chronicle.
He acknowledged that predicting the long-term impact of artificial intelligence is difficult, even expressing hope that his position would remain valid five or ten years from now.
Nevertheless, he made clear that CTB's present strategy focuses on strengthening its employees rather than replacing them.
The organization has already begun incorporating AI literacy into its expectations for prospective employees.
De Bruin explained that familiarity with artificial intelligence and the ability to work with emerging technologies are becoming increasingly relevant qualifications.
The initiative also includes specialized training.
CTB is receiving guidance from a consultant with Claude-related certification and experience in applying the technology within business operations.
De Bruin said he personally decided to undergo training, believing that leadership must demonstrate a willingness to adopt the same technologies being introduced to employees.
The director described his approach as practical, emphasizing implementation rather than allowing excessive bureaucracy to delay the process.
However, he acknowledged that introducing artificial intelligence across an organization presents challenges.
Some employees remain skeptical about the technology, and different individuals adopt new systems at different speeds.
According to De Bruin, these concerns make it necessary to establish clear organizational policies and governance structures.
He revealed that he has already prepared a draft AI vision for CTB, which he intends to discuss with managers before developing it further with the organization.
The document has not yet been circulated throughout CTB.
De Bruin stressed that developing an AI vision should be a collaborative process rather than a decision imposed exclusively by management.
He also cautioned that implementation requires patience.
Employees must continue carrying out their regular responsibilities while learning to use new tools. Managers face similar pressures as they balance operational duties with the demands of organizational transformation.
For this reason, De Bruin does not expect the entire transition to be completed in 2026.
Instead, CTB is proceeding gradually, beginning with leadership and expanding knowledge and practical experience across the organization.
Despite these challenges, De Bruin said the organization is already observing benefits, particularly within its marketing operations.
According to the director, AI tools have helped several employees increase their output by making certain tasks easier and faster to complete.
However, he emphasized that improved productivity must be accompanied by appropriate oversight.
AI governance, internal policies, and clear organizational standards are essential to ensure that the technology is used responsibly.
De Bruin also expressed the ambition for CTB to become an example for other organizations in Curaçao.
He hopes that successful implementation at the tourism board could demonstrate to businesses, public institutions, and other organizations how artificial intelligence can improve operations.
The director believes the transformation is particularly important because CTB itself must continue evolving as Curaçao's tourism industry grows.
After approximately 37 years of operation, the organization must prepare for the demands of the coming decades.
That preparation, according to De Bruin, requires investment not only in technology but also in people.
He emphasized that tourism remains fundamentally dependent on human interaction, personal relationships, and hospitality.
Although artificial intelligence can improve efficiency, De Bruin believes the human component will remain essential to CTB's mission.
For the organization, the challenge is therefore to embrace technological innovation without losing the personal qualities that define the tourism industry.