Gen AI: Accelerating, diversifying or reducing costs?
Tui recently tapped into the capabilities of generative AI, with the help of AWS and Cognizant. Kate Harden-England reports
TRAVOLUTION BUSINESS BREAKFAST JUNE 2024
There are varying ways in which generative AI has ramped up the travel industry. The emerging technology,
an extension of existing AI technology, is the fastest adopted workplace technology in history with one million active users within a year. The demand to leverage it
is clearly there, as Tui recently explored. Marc Jennings, Tui’s CIO of analytics and AI, revealed how the travel giant had listened to requests from its own employees about the new technology. “Our people at work are
demanding we use these tools to make their lives better, to make them more productive, įĺśóǝóƗçĒóİŨƺǙǝďóǝšËĒíƿ “I think our customers are
also demanding that we use this tool to help them on their customer journey. It’s going to make their lives and our engagement with them richer ËİíǝįĺśóǝšóËįĨóššƿǙ The expectation of literacy
in generative AI extends beyond the technical team in
David Fearne, Marc Jennings and Joe Welton, with moderator Kate Harden-England
a business to the C-suite. Joe Welton, head of travel,
transport and hospitality at Amazon Web Services (AWS), said: “I think it’s going to become the third must-have we expect our C-suite to be ƜŭóİŨǝĒİƿǝ¸óǝóƈŘóçŨǝËĨĨǝ members of the C-suite to be ƜŭóİŨǝĒİǝŘóĺŘĨóǝšĥĒĨĨšǝËİíǝ ƛİËİçĒËĨǝšĥĒĨĨšƺǝËİíǝGǝŨďĒİĥǝ generative AI is going to be critical too for every member ĺĈǝĨóËíóśšďĒŘǝŨóËįšƿǙ
TUI’S STRATEGY
Tui, armed with a push from its people, used this as an opportunity to relaunch its AI and data strategy, of which generative AI was a part. It worked on incorporating
pillars it deemed to be ǘİĺİǑİóĉĺŨĒËæĨóšǙƿǝ)íŭçËŨĒĺİǝ ƃËšǝŨďóǝƛśšŨǝËçśĺššǝËĨĨǝĨóƂóĨšǝĺĈǝ the business, alongside setting up the team for success with policies, processes, ethical guidelines and structure. The ƛİËĨǝçĺįŘĺİóİŨǝƃËšǝËǝšĺĨĒíǝ data foundation. Welton added to this. He
said AWS had observed that businesses with a good data foundation in place had been able to move quicker, adding that this showed the value of investing in data records.
KNOWLEDGE BASES
David Fearne, global head of generative AI at Cognizant, highlighted that businesses whose data is in a
įóŨËŘďĺśĒçËĨǝǘįóššǙǝçËİǝšŨĒĨĨǝ progress, though, as a foundation for generative AI can be found elsewhere. “Actually, don’t look at your
data, look at your information sources, look at your SharePoint, look at where your ĥİĺƃĨóíĉóǝæËšóšǝËśóƺǙǝďóǝšËĒíƿ “Generative AI is not data
science, it’s information science. And actually, if you’ve got well-structured knowledge, then you can massively ËççóĨóśËŨóǝƉĺŭśǝ GǝĢĺŭśİóƉƿǙ He added: “No one has
perfect data. It just doesn’t óƈĒšŨƿǝGŨǛšǝËİǝĺƈƉįĺśĺİƿǙ To get your knowledge in
order is easier than getting your data in order. Fearne recommended hiring
ËǝǘšŭæĢóçŨǝįËŨŨóśǝóƈŘóśŨǙǝŨĺǝ understand your knowledge and structure the information correctly, as this will then form a basis for the large language model (LLM) to sit on top of, interpret and turn into insight and knowledge. This will act as ŨďóǝƜƉƃďóóĨǝŨďËŨǝƉĺŭǝçËİǝšŨËśŨǝ to use generative AI at scale from, he advised. Fearne revealed that
Cognizant is “going out of its ƃËƉǙǝŨĺǝďĒśóǝ)İĉĨĒšďǝĨËİĉŭËĉóǝ and philosophy experts to be
4 — OCTOBER 2024 —
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