So, don’t just wait around. Start learning how to write prompts. We’re here to support you.

At this year’s ITB Company event, I kept hearing people say, ‘AI will transform the travel industry.’ But honestly, I couldn’t disagree more. I know what we mean by it and the intention is good: But let`s change the way we talk about it: 𝐬𝐚𝐲𝐢𝐧𝐠 𝐀𝐈 𝐰𝐢𝐥𝐥 𝐦𝐚𝐠𝐢𝐜𝐚𝐥𝐥𝐲 𝐝𝐨 𝐞𝐯𝐞𝐫𝐲𝐭𝐡𝐢𝐧𝐠 𝐨𝐯𝐞𝐫𝐧𝐢𝐠𝐡𝐭 𝐢𝐬 𝐦𝐢𝐬𝐥𝐞𝐚𝐝𝐢𝐧𝐠. It’s not just about AI; it’s about people and us using AI to make things happen.

I`m not a coder. I`m not a Tech Guy. I`m a C-Level Consultant and Board Member. And I care about AI Fluency? Why? Because 30 years ago we missed to become fluent in Excel et al – and some still suffer.

𝐖𝐡𝐲 𝐛𝐨𝐭𝐡𝐞𝐫?
 Because everything’s getting more complicated, technology is moving fast, and it’s offering us amazing chances to do better. But we feel overwhelmed. That’s where tools like ChatGPT, Copilot, and Gemini come in—they’re here to help.

𝐖𝐡𝐲 𝐚𝐜𝐭𝐢𝐨𝐧 𝐦𝐚𝐭𝐭𝐞𝐫𝐬?
We’ve got to get real here. Change comes from action, not from sitting back and hoping AI will fix everything for us. Patrick and Michael – the previous speaker shared their experiences of real doing!

Patrick Andrae from HomeToGo talked about what they’ve learned from trying out language models, and Michael Giangrande from Google shared how generative AI and hyper-personalized AI travel agents are going to change our travel bookings and experiences.