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AI has made a big splash – and it’s here to stay. In this session, we’ll explore how AI can be used in ways that feel both practical and aligned with the values shaping the future of travel, from educating clients and sharing meaningful information to enhancing how you design and communicate experiences. We’ll be joined by Dr. Jill Schiefelbein for this conversation, bringing her perspective on how to approach AI in a thoughtful and intentional way.

We’ll focus on what it means to use AI responsibly, including a thoughtful look at its environmental impact and how to balance efficiency with intention. This session is designed to help you feel informed, empowered, and in control, so you can decide where AI use fits into your business and how to use it in a way that supports both your clients and the world we’re all working to protect.

Hosted by Travel For Better, this session is about progress over perfection — sharing real examples, lessons learned, and practical ways education and collaboration can support more thoughtful travel experiences for clients and communities alike.