Skift Data + AI Summit Europe 2026: AI Is Ubiquitous, Yet Still Unconquered
Summary
AI is now widespread across European travel operations, but executives still face difficult questions about how to deploy it effectively in a fragmented market. Stricter regulation is adding pressure to those decisions.
The shift is from AI experimentation to operational accountability. European travel companies must now align
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AI adoption alone will not create an advantage if travel companies cannot govern and integrate it at scale.