AI Powered Travel | 21 from timidity and skepticism to proactive engagement with the future . What is one thing that surprised you about AI applied to your business? It’s truly stunning how intuitive AI is when I give it very basic information and it puts together exactly what I’m trying to say … in a better way than I could say it . Do you have any concerns about the expansion of the use of AI in your agency or in the travel industry at large? I do . It’s so smart and fast that I could see how some advisors will rely on it solely without fact-checking, putting their personal touch on it and providing the expertise and customer care that only an advisor can provide . As new applications of generative AI continue to emerge, how likely on a scale of 1 to 10 (with one as the least likely and 10 as the most likely) are you to test them out? I suspect it will ever evolve and we will have to evolve with it or risk being behind the rest of the industry, so I’d say 10 . What else do you want to say about your experiences with generative AI in your travel agency business – or in your life outside of work? I’ve actually begun using AI in my personal interactions with companies when I have an issue or problem and want to make my point known without coming across too harsh or emotional . AI has been able to make my content more professional . CASE STUDY #2: TRAVEL ADVISOR JENNIFER HARDY Jennifer Hardy, CATP, MCC, VTA, Franchise Owner and Accessible Travel Specialist, A Cruise Planners ® Independent Franchise Owner, has implemented AI tech to assist with marketing and sales, client communications, and general admin at her agency. What modules/functions are you using in CP Maxx? And what has been your overall experience with it? For AI purposes, I am utilizing Maxx Intelligence in my e-cards, for generating website pages and lead forms, and as a general admin tool . There was a small learning curve at the beginning, but now that I am more comfortable with my preferred inputs and prompts, my results have improved and I’m happy with them overall . Are you using CP Maxx in your agency’s marketing efforts? If yes, how is AI helping you with daily tasks and your overall growth? Yes, I use Maxx Intelligence to assist with creating social media posts and generating descriptions for virtual events like cruise nights . As far as daily tasks and overall growth, Maxx Intelligence has aided me in improving my overall agency website and new client qualification process . I have used it to build and fine tune the emails I send to potential and existing clients, including invoices, resulting in less time spent on administrative activities . Are you using CP Maxx to enhance your sales efforts? If yes, how is the AI tech assisting you? I use Maxx Intelligence to help reduce “price shopping” prospective clients and to increase awareness of the benefits of my services for my clients . New sales opportunities receive an automated email that describes my agency and services, as well as the resources available . This email was built and refined by Maxx Intelligence through my personal inputs . As an early adopter of generative AI, what would you like to say to other travel advisors who may be leery about or just plain overwhelmed about the idea of how to bring AI into their business operations? AI doesn’t replace your connections with your clients and your unique selling proposition; AI can be used to enhance these, as well as take away some of the smaller “The ability for business-specific AI systems to assist in the analyzing of customer data and determining buying patterns can empower advisors to make smarter decisions and even find nuggets of value within their customer database.” – Brian Shultz, Chief Information Officer, Cruise Planners