The Korea Tourism Organization (KTO) is deploying an artificial intelligence (AI) service to assist tourists at traditional markets throughout South Korea. Dubbed ‘AI Tourist Butler’, the system aids visitors in navigating the often-complex layouts of these markets. It also provides real-time information on market congestion levels. Crucially, the AI offers multilingual translation and interpretation services, addressing a key barrier for international visitors in Seoul and beyond. The service aims to enhance the tourism experience and support local businesses within these traditional markets. The KTO hopes this technology will make South Korea’s traditional markets more accessible and enjoyable for everyone. This initiative demonstrates a commitment to leveraging technology to improve tourism infrastructure.