AI rollouts stall when teams learn in silos, chase shiny tools, or fear what it means for their roles. This panel gets practical about leading AI change at scale—how executives set the narrative, pick priorities that matter, and help teams grow together. Hear from travel brands that are moving from scattered experiments to a coordinated AI program—common platforms, shared standards, clear ownership, and a communications cadence that keeps teams rowing in the same direction.

Uncover how travel leaders are effectively guiding their teams through this change and:

• Prioritizing use cases that align to revenue, cost, and safety
• Building internal communication channels to share insights and drive collective progress
• Creating frameworks for responsible AI testing without duplicating effort
• Measuring adoption and impact to fund what works.

Sit down with your peers from across the travel industry in an informal setting. Together, you’ll dig into pressing challenges, share strategies, and exchange perspectives tied directly to the table’s theme—walking away with insights you can put into practice.

Table #1: How to Go Beyond Pilots and Operationalize AI at Scale

Nicola Smith, Senior AI Program Strategist - Southwest

Table #2: New Strategies For Optimizing Personalization and Customer Segmentation

Ferhat Acar, Campaign Management and Customer Analytics Director – Turkish Airlines

Table #3: Cracking the Attribution Code for the New Discovery Landscape

Nancy Johns, Head of Marketing, JC Resorts

Table #4: Guiding Change Management to Upskill Teams and Embed New Workflows

George Edwards - United 

Travel brands waste millions on generic offers that miss the moment, and the traveler. Turkish Airlines rebuilt its upgrade strategy around a machine learning engine that analyzes individual behavior, loyalty signals, fare class patterns, and real-time inventory to deliver sharply targeted, high-relevancy communications. By shifting from static campaigns to predictive, probability-based decisioning, the airline increased offer efficiency, strengthened engagement, and reduced unnecessary discounting. Understand the practical framework behind using AI for targeted personalization and how travel brands can operationalize similar personalization at scale.

Learn how Turkish Airlines is tailoring the moment to their customers:

• Identifying upgrade-ready travelers by applying predictive scoring to behavioral, loyalty, and fare class indicators.
• Driving more effective conversions by dynamically adapting offer structures to match each traveler’s likelihood to engage.
• Improving marketing efficiency by replacing broad campaigns with targeted communications that deliver greater relevancy and commercial impact.