Can AI Change Travel Without Sacrificing Trust? Insights from Amadeus’ Head of Research Kanchi Jain
Skift Take
Rodrigo Acuna Agost of Amadeus shares how AI is influencing the future of travel, focusing on building trust through responsible data practices.
Amadeus supports much of the global travel ecosystem, handling about 3 billion flight searches daily. As Head of Research and AI Center of Excellence, Rodrigo Acuna Agost transforms this enormous data volume into smarter travel experiences. At the upcoming Skift Data + AI Summit, he will discuss how Amadeus applies artificial intelligence to personalize trips, streamline operations, and boost customer satisfaction. His approach balances innovation with ethics through a Responsible AI Framework that promotes transparency and fairness, preserving trust across customers and partners worldwide.
Using Data to Improve Business and Customer Decisions
“No data, no AI,” Rodrigo says. Amadeus connects many parts of the travel industry, enabling them to process vast amounts of data. This scale allows continuous innovation and improved experiences for travelers and customers alike.
For example, processing roughly 3 billion flight search requests daily provides a rich data source for AI-driven insights. These insights help customers make informed decisions and ensure their travel experience is smooth and efficient from start to finish.
Rodrigo highlights AI’s potential across all stages of travel: from personalized content that inspires new destinations, to traveler-focused search and booking, customized customer service, and post-trip sentiment analysis.
Balancing Innovation with Responsible Data Governance
New technology brings both opportunities and risks. AI introduces challenges like bias, data privacy concerns, intellectual property issues, and cybersecurity threats. Amadeus addresses these by adapting its processes and policies, implementing a Responsible AI Framework.
This framework aligns with the European AI Act and other emerging regulations relevant to their global operations. Rodrigo emphasizes that responsible AI is not a constraint but a way to uphold ethical values and maintain trust among customers, partners, and employees, all while advancing AI knowledge in travel.
Key AI Trends to Watch in 2025
Amadeus’ research team keeps a close eye on AI developments and exploratory projects to determine focus areas and track progress.
- Agentic AI: These AI systems operate autonomously, making decisions and performing tasks without human intervention. In travel, agentic AI can enhance customer service by offering personalized recommendations, managing bookings, and handling itineraries. It can also automate operations like baggage handling and flight scheduling, improving efficiency and customer satisfaction.
- Responsible AI: This approach ensures AI systems are ethical, fair, and transparent. For travel, responsible AI protects privacy, delivers unbiased suggestions, and promotes equitable access. It also helps mitigate negative impacts such as overtourism and environmental harm by encouraging sustainable travel choices.
Learn More at the Skift Data + AI Summit
Rodrigo Acuna Agost provides a clear example of how Amadeus innovates responsibly at scale. From agentic AI to ethical frameworks, his work highlights practical applications of AI in travel technology.
To explore how data and AI leaders are making smarter decisions and meaningful experiences in travel, consider attending the Skift Data + AI Summit.
Your membership also unlocks:
