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We all understand that removing repetitive work can make our lives easier. But viewing automation as a mere matter of convenience means missing a more compelling reality. It doesn’t only make us more productive. It gives us back the time and resources we need to be truly brilliant. To focus on more strategic and decisive areas. So, where does the travel industry spend incredible human effort on repetitive work - and how does automating this unlock new heights?

For most, contract processing and

I have spent the past couple of years exploring the evolution of customer experience globally. In particular, I have focused on how technology is playing a critical role in changing the way that brands engage with their customers. Artificial Intelligence is one of the most important developments of the past few years in this area because it is creating opportunities to improve the customer interface - through very smart chatbots - and is also improving systems inside the customer service team. Q

Humans have continuously evolved by embracing monumental shifts, from harnessing fire and the steam power that drove the first industrial revolution right through to the electricity and computers that define our modern world. Today, we stand at the brink of the agentic AI era, and just like those early inventors, we are all actively exploring its potential uses - both in aviation and other industries. Science fiction is no longer a myth but a reality.

The key conversations at the **World Av

2024 was the year when AI moved from the hype of 2023 into our present-day reality. It became a valuable business tool that applies across all industries, and, critically, it is helping to improve business processes that are usually invisible to the end customer - as well as being used to directly improve interaction with those customers. It is becoming a real game changer. So, going forward, what can we expect to see as AI is increasingly used to improve the customer experience?

I recently had the pleasure of being a guest on the CXFiles podcast. Hosts Mark Hillary and Peter Ryan invited me to discuss some of the recurring themes I've been exploring, including the impact of AI on customer experience. While it's clear this technology is reshaping how brands connect with their customers, as I emphasized on the podcast, my focus remains on the practical applications - those real-world changes that are affecting how customers engage with brands. It's about how customer serv

AI is having a moment. And not a quiet one. Across every industry, organizations are racing to implement AI tools that promise faster service, smarter automation, and better customer experiences. But while the hype keeps growing, so does a sobering stat: 85% of AI projects fail to deliver measurable results (Gartner).

Why? Because AI without context is just code. And when it comes to customer experience, context is everything.

AI is the most overpromised technology in the enterprise today. It’s also the most underleveraged.

While the headlines promise transformation, the reality is much murkier. Most AI initiatives don’t live up to expectations and not because the algorithms aren’t advanced enough. They fail because the organizations behind them aren't prepared for what meaningful AI integration really demands.

According to Gartner, a staggering 85% of AI projects fail to deliver tangible business outcomes. But here