Latest news with #RodrigoAcunaAgost
Skift
2 days ago
- Business
- Skift
Amex GBT, Amadeus: AI Usage is Getting Cheaper, Voice May Be a Gamechanger
Generative AI is becoming more accessible in several ways: At large businesses, costs per transaction are falling, and voice-to-voice interactions may provide an ease of use that brings AI to the masses. While building cutting-edge AI models remains an expensive proposition, the actual cost to use them is nosediving. That's the view of Rodrigo Acuna Agost, head of research and the AI Center of Excellence at Amadeus. "In 18 months, I think it's decreased ... 240 times less," Acuna Agost said, referring to the cost per token in GPT-4. He estimated the cost of using "voice-to-voice and phone" is roughly $1 per conversation. Marilyn Markham, vice president, AI strategy and automation at Amex GBT, agreed that the "cost per transaction is decreasing ... it's actually quite inexpensive," but pointed to other factors that need to be considered in the financial equation. "But the investment to transform the systems still needs an ROI," Markham said. "So because of that, it doesn't automatically decrease the price of service because of all it takes to actually get to that point and maintain it. And all of that is done by people, so it's kind of displacing where the cost actually is for servicing our customers." The two discuss these trends during an on-stage discussion at the Skift Data + AI Summit in New York Wednesday. Here are some other takeaways from the session. AI May Be More Useful in Leisure Than In Business Travel "I think business travel restricts us in using the full power of AI unless we decide to do more bleisure," Amex GBT's Markham said. She said leisure travel is more collaborative — you plan trips with your friends — than business travel, which has strict rules and policies. "So applying rules ... going to Gen AI for that is not going to be your best bet," Markham said. The Effort to Get Employees to Adopt AI Markham said sometimes when the company onboards generative AI, "the rumble in the room is there goes my job." It takes "a lot of human labor," including team meetings and town halls, "to bring people along," she said. "Sometimes just giving them a taste of the drug and getting them a little addicted, and going like this is amazing, it helps me in my work." Voice to Voice Interactions Could Be the Next Big Thing Acuna Agost of Amadeus said voice-to-voice interactions — talking to an AI agent and listening to its answer — may democratize AI because writing skills are not required. His research team is experimenting with voice-to-voice in multiple languages. "We switch from Spanish to French to English, and you get the response in natural language," Acuna Agost said. "So imagine all people, different nationalities, all will have access to AI." Data for Personalization 'Is Not Fully Exploited' Business travel is not taking advantage of the data it already has to enhance personalization. "You're not the only person who travels for this project," Markham said. "I have your data, and I have the data of all your colleagues who go back and forth. If we could extract and use that data, you would find that we can leap forward in personalization and get something that's pertinent, even if it's your first time traveling to the New York office. Others have done it. We know how it works. We can recommend. So I think there's this data. It's not fully exploited yet."
Skift
30-05-2025
- Business
- Skift
Can AI Change Travel Without Sacrificing Trust? Insights from Amadeus' Head of Research
Rodrigo Acuna Agost of Amadeus explains how AI is shaping the future of travel while building trust through responsible data practices. Amadeus powers much of the global travel ecosystem, processing around 3 billion flight searches every day. As Head of Research and AI Center of Excellence, Rodrigo Acuna Agost leads efforts to turn this vast data into smarter travel experiences. At the upcoming Skift Data + AI Summit, Rodrigo will share how Amadeus uses artificial intelligence to personalize journeys, improve operations, and enhance customer satisfaction. His work highlights both the potential and challenges of AI in travel. Balancing innovation with ethics, Amadeus is pioneering a Responsible AI Framework to ensure technology is applied transparently and fairly, maintaining trust with customers and partners worldwide. What's one of the most exciting ways you're using data right now to make business or customer decisions? 'No data, no AI!' 'Amadeus connects many travel industry participants, allowing us to process large amounts of data. This facilitates innovation and the improvement of experiences for both travelers and customers.' 'Today, we already operate at scale thanks to this. To give some examples, Amadeus processes approximately 3 billion flight search requests every day! Additionally, our solutions enable our customers to make well-informed decisions through the use of advanced insights, including artificial intelligence. We strive to ensure a seamless and efficient experience throughout their journey.' 'We firmly believe that AI has the potential to greatly enhance every stage of a traveler's journey: from personalized content that sparks imagination and encourages them to explore new destinations, through enhanced traveler-centric search and shopping experiences, personalized customer operations, to the evaluation of customer sentiment post-trip.' How are you balancing innovation with responsible data governance? 'Any new technology comes with its opportunities and challenges. While AI brings exciting options, it also introduces potential risks such as bias, data privacy issues, intellectual property conflicts, and cybersecurity threats. To manage those risks, we are adapting our processes and policies to implement a Responsible AI Framework that will enable us to adhere to the European AI Act, as well as any other emerging relevant AI regulations relevant for our global operations.' 'Is it a constraint? Not at all! It ensures we comply with our values and ethical principles and reinforces the trust we have built with our customers, partners and employees, while pushing the boundaries of AI knowledge in travel with a drive to improve the overall travel experience.' What emerging trends in AI or data are you watching most closely right now? 'AI is progressing rapidly, with research updates and announcements occurring almost daily. Our Research team tracks these trends and exploratory projects. These programs help us to identify where to focus more while keeping monitoring any progress.' 'In 2025, we are focusing on two major areas: Agentic AI: Agentic AI refers to artificial intelligence systems that can act autonomously, make decisions, and perform tasks without human intervention. In the travel industry, agentic AI could significantly enhance customer service by providing personalized travel recommendations, handling bookings, and managing itineraries. It could also streamline operations for travel companies through automated processes such as baggage handling, flight scheduling, and real-time updates, ultimately improving efficiency and customer satisfaction. Responsible AI: Responsible AI emphasizes the ethical and accountable use of technology, ensuring AI systems operate fairly and transparently. For the travel industry, responsible AI can build trust with consumers by safeguarding privacy and data security, making unbiased travel suggestions, and ensuring equitable access to travel resources. Responsible AI can also help mitigate potential negative impacts, such as over-tourism and environmental degradation, by promoting sustainable travel options.' Hear More from Amadeus at Skift Data + AI Summit Rodrigo Acuna Agost offers a compelling case for how Amadeus is not only innovating at scale but doing so with a deep sense of responsibility. From agentic AI to ethical frameworks, his work sits at the cutting edge of travel technology. To hear more from Rodrigo and other data and AI leaders reshaping the future of travel, join us at the Skift Data + AI Summit. Discover how industry pioneers are turning data into smarter decisions and AI into meaningful experiences. Get Your Tickets 1 Person Solo Ticket $895 Buy Now 2-6 PeOPLE Group Tickets From $815 each Buy Now Who Is Already Joining The Skift Data + AI Summit This June Skift Data + AI Summit in New York City is fast approaching - take a look at who is planning to attend and add your company's name to the list. You won't want to miss this exciting global travel industry event. Read More
