AI is changing pilgrims journeys, but sacred journeys have always adapted to new technology
Published: 2026-10-08T16:25:34.225Z • Permanent link
Two Japanese scholars, Dr. Naomi Kishimoto from Kyoto University and Dr. Taro Yamada from the University of Tokyo, embarked on a multiday pilgrimage along the Kumano Kodō trail in 2025. This ancient route in Japan connects Shinto shrines and Buddhist temples, and the duo was guided by an artificial intelligence assistant. The AI-powered companion, developed by Alibaba's X AI Lab, was trained on historical data from the Kumano Kodō trail and provided personalized recommendations for pilgrims to explore the region's rich cultural heritage.
The AI assistant, named "Kodo Companion," was integrated into the Alibaba ecosystem through the company's Alipay mobile payment platform. Pilgrims could use the app to book accommodations, purchase tickets for guided tours, and access maps and itineraries for the trail. Dr. Kishimoto and Dr. Yamada's pilgrimage marked a significant milestone in the adoption of AI-powered travel guides, which are expected to become increasingly popular in Japan and beyond.
The Kumano Kodō trail is a sacred journey for many Japanese pilgrims, and the use of AI-powered guides is seen as a way to enhance the traditional experience. By providing personalized recommendations and real-time information, the Kodo Companion app helped Dr. Kishimoto and Dr. Yamada navigate the trail and deepen their understanding of Japan's cultural heritage.
The integration of AI-powered travel guides into the Alibaba ecosystem has significant implications for the company's growth and expansion into the tourism industry. Alibaba's Alipay platform is already a leading payment system in China, and the addition of the Kodo Companion app is seen as a strategic move to tap into Japan's lucrative tourism market. According to a report by the Japan National Tourism Organization, Japan welcomed over 31 million foreign tourists in 2022, with many visiting the country's temples and shrines.
The use of AI-powered travel guides also has implications for the research communities studying Japanese culture and history. Dr. Kishimoto and Dr. Yamada's pilgrimage and the development of the Kodo Companion app provide valuable insights into the intersection of technology and traditional cultural practices. Researchers may study the impact of AI-powered guides on pilgrims' experiences and the preservation of Japan's cultural heritage.
The use of AI-powered travel guides in Japan is not a new development, but rather part of a larger trend in the global tourism industry. In recent years, companies such as Google and Facebook have developed AI-powered travel guides and recommendation systems, which are being adopted by tour operators and travel agencies worldwide. The integration of AI-powered travel guides into the Alibaba ecosystem is seen as a strategic move to capitalize on the growing demand for digital tourism services.
Why it matters: this intelligence reflects a shift that researchers and analysts should follow closely.
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