As Amadeus continues to push the boundaries of travel tech, their approach offers a blueprint for how AI can be both powerful and principled
Jun 2, 2025
As artificial intelligence reshapes the travel industry, Amadeus stands at the forefront – processing over 3 billion flight searches daily and harnessing that data to personalize, optimize, and elevate the traveler experience. At the upcoming Skift Data + AI Summit, Rodrigo Acuna Agost, Head of Research and AI Center of Excellence at Amadeus, will unveil how the company is marrying cutting-edge innovation with ethical data practices to build a more intelligent and trustworthy travel ecosystem.
Key takeaways
- Data as a foundation for AI: “No data, no AI” is a guiding principle at Amadeus, where vast data streams power personalized experiences, informed decision-making, and operational efficiency across the travel journey.
- AI enhancing every stage of travel: From destination discovery and real-time bookings to post-trip feedback analysis, AI is being used to enhance every touchpoint in the traveler journey.
- Responsible AI framework: Amadeus is implementing a Responsible AI Framework to ensure transparency, fairness, and compliance with regulations like the European AI Act—aligning innovation with ethical values.
- Focus on agentic and responsible AI in 2025
- Agentic AI will automate decision-making in customer service and operations, boosting efficiency and personalization.
- Responsible AI will prioritize fairness, privacy, and sustainability, helping to foster consumer trust and promote ethical travel practices.
- Commitment to trust and ethics: Rodrigo emphasizes that responsible innovation is not a constraint but a driver of trust and long-term value for customers, partners, and the industry.
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