“We can think of AI as something we’re reaching towards. But what are we actually reaching for, and are we truly ready to grasp it?” Matthew Newton, CWT’s Chief Architect asked an audience at industry conference, Business Travel Tech Talk, citing a McKinsey survey that finds a whopping 91% of workers use Gen AI in their working lives. This figure begs the question: are employees using Gen AI faster than their organizations can keep up?
Newton leads a team responsible for developing digital strategies, modernizing systems and enhancing differentiation to deliver digital solutions for clients in 139 countries. He cautions against hype and overwhelm.
“AI isn’t just another technology project. It’s a revolution that offers us the opportunity to reshape the travel landscape together,” he says, “But while it might feel overwhelming, it’s still early days. Over the past 30 years, we’ve seen several technological shifts that fundamentally changed how we do business. The mass adoption of the internet in the 90s, the dotcom boom and bust, the rise of social media, and the adoption of cloud computing. We’ve seen smartphones and video conferencing become everyday essentials. Each of these advancements seemed massively disruptive at the time, but they ultimately integrated into how we operate and communicate.”
Here, he explains how travel management companies (TMCs) can navigate AI to enhance corporate travel programs and deliver a better experience for travelers, post-hype:
AI in corporate travel management today
TMCs are already integrating AI in their operations, using it at scale to gather and analyze traveler preferences via platforms like CWT’s Intelligent Display. CWT recently added new artificial intelligence (AI)-enabled capabilities, powered by ThoughtSpot, to its Analytics business intelligence and reporting solution, making it easier and quicker to search, visualize, and analyze travel data and make insightful decisions. Some TMCs are using AI to streamline inbound email inquiries ranking the urgency of incoming traveler emails and routing them to the appropriate agent. Where travel counselors need up-to-date information, AI is helping ensure that corporate travel policies, and guides are swiftly translated and published, so that agents can better serve their clients with relevant, timely information. Similarly, AI-powered chatbots and virtual assistants are enhancing how TMCs interact with travelers.
In personalization, automation, knowledge management and conversational efficiency, AI is playing a pivotal role, operationally.
Everyday AI vs. game-changing AI
So, what’s next? To help frame the future it’s necessary to differentiate between ‘everyday AI’ and ‘game-changing AI.’
Right now, in the world of AI, we’re working primarily with what experts call "narrow AI". This means that AI today is specialized—designed to perform specific tasks like recognizing faces, categorizing emails, or recommending travel routes. It doesn’t have the broad, human-like intelligence associated with “Super AI.” Super AI - the kind that can think and reason like humans - is still far off on the horizon.
Everyday AI includes tools that automate routine tasks like sorting emails, optimizing itineraries, or updating knowledge databases.
Game-Changing AI refers to innovations that could transform entire industries leading to the creation of entirely new products, services, and business models. The question is how to strike the right balance—using Everyday AI to streamline current operations while also preparing for the larger transformations ahead.
If you want to go far, go together
Even when TMCs achieve tangible results with AI the gains are incremental. Email automation might save five minutes per agent per day. It’s a good start, but we’re a long way from widespread adoption and impact.
While Generative AI holds tremendous potential, its real-world impact is in its infancy. In contrast, machine learning is already delivering measurable value and has entered Gartner’s Plateau of Productivity—meaning it's proven, scalable, and driving results. It’s essential not to be swayed by the hype. Instead, focus on technologies that deliver practical, and measurable outcomes. The success of AI isn’t about quick wins or isolated improvements; it’s about creating lasting impact. And that requires us all—TMCs, clients, travel providers, and partners—to move forward together.
And it's not just the technology that needs to evolve—we need to adapt how we work, how we communicate, and how we collaborate strategically to ensure that AI solutions deliver value that aligns with business goals.
Start by thinking about one area in your travel program where collaboration could help you start integrating AI to deliver value—where might you begin this journey? How might you collaborate with your TMC to reimagine how to interact and engage with AI solutions?
Disruption doesn’t have to be a negative or overwhelming thing—if we’re ready for it, AI offers the potential to create new value and improve how we serve travelers in a way that’s mindful human-value and the planet.
Stay ahead of the opportunities, risks, and challenges of GenAI in corporate travel. Read Emerging Technologies in Corporate Travel.
