Knowing where to start in terms of applying artificial intelligence to a travel business is difficult.
Some companies bring in a chief AI officer, others establish an AI business unit and more still just start playing with stuff and learning how it all works.
Less than a year ago, American Express Global Business Travel set up a program internally to focus on AI across the business.
During an interview during The Phocuswright Conference 2024, Marilyn Markham, the company's vice president of AI strategy, shared insights on early applications of the technology and the drive to ensure all initiatives are "relevant to the business."
Markham shared how AmexGBT had spoken to business leaders within the organization "who felt their area was right for change."
"So, we selected staff efficiencies. Another one we had was engineering velocity and whether AI can help in that space. Of course, we had agents and servicing and the last one was finance."
Markham was joined in the PhocusWire studio by Michael Gulmann, CEO of Otto, a startup creating AI-powered agents for corporate travel. The company, which is backed by Madrona Ventures, sees huge opportunity to act as a virtual executive assistant for booking corporate travel, learning a traveler's preferences over time.
The pair discussed the rapid pace of development with AI, how much of what's out there is hype and where the real potential lies.
"We're trying to move as absolutely fast as we can. So from the human interaction versus technology, my fundamental philosophy is that travelers don't want to talk to the people," Gulmann said.
He believes there will be less of a need for people as the technology progresses, which is where he and Markham disagreed.
Watch the full session with PhocusWire's Linda Fox below.