Its CEO Srinivas Gattamneni stated that the travel industry derives about 32% of its revenue from AI, which aids in contextualising and creating content for better personalisation.

He said the travel industry is unique because it focusses on selling experiences, making it essential to understand individual preferences.

“The interesting thing about travel is that you need to have amazing and creative videos that will show customers the experiences before they book their flights or holidays,” he said.

“Hence, it needs to be deeply personalised to the individual. With a lot of digitisation in the customer journey, along with AI usage, it results in great experiences driven by AI,” he said during the IDEAS@Axiata forum.

Established in 2014, ADA is a subsidiary of Axiata Group Bhd and one of the group’s regional digital business verticals.

ADA stated it offers services that empower enterprises and brands with transformative data, AI, and technology solutions to drive digital transformation across Asia.

The digital marketing, data analytics, and technology solutions company has maintained a robust presence in Asia, with 12 offices spread across the region.