How Club Med Uses 2.1 Billion Data Points to Drive AI in HR and Beyond
Club Med started a digital overhaul in 2022 by gathering 2.1 billion data points from 1.5 million customers and 25,000 employees into a single global data platform. This massive pool of information forms the basis for the company’s AI-powered initiatives, including tools for sales, talent placement, and content creation.
The goal? To support Club Med’s “human-centric hospitality” promise while improving efficiency and experience across all operations.
Building a Data Factory to Support AI
The hospitality chain processes about five million data points nearly in real time, thanks to an integrated business model. The next step was creating a dedicated AI and agentic platform. This platform powers several key projects, impacting everything from human resources to corporate social responsibility.
Three Key AI Initiatives Driving HR Efficiency
- GM Copilot: Club Med’s first intelligent sales assistant integrates WhatsApp into the booking process, especially effective in Brazil. This channel handles 12,000 conversations monthly across 12 markets, with 30% of interactions automated. Notably, 40% happen outside call center hours, opening new business opportunities.
- G.O. Match: Managing seasonal employees is complex. This AI-driven tool matches staff based on skills, languages, and criteria, improving placement accuracy. It handled 40% of assignments this season, saving HR teams 25% of their time—time now spent on strategic tasks and strengthening relationships with employees.
- Gentil Writer and Image Indexation: Off-the-shelf AI tools didn’t fit Club Med’s brand voice, so custom solutions were developed. These tools work together to produce content that matches the company’s style, boosting content management efficiency tenfold.
Ethics and Sustainability at the Core of AI Strategy
Club Med’s AI initiatives are guided by principles focused on fairness, transparency, and privacy. These principles are reviewed quarterly to ensure compliance and ethical use. The company also partners with Thales and Google to secure sensitive HR data and aligns with the EU AI Act.
Sustainability is equally important. Each AI model is evaluated for both economic cost and carbon footprint. Education is a priority too—over 800 staff members are trained in AI, and a secure internal tool handles 80,000 queries from nearly 2,000 employees and leaders.
Leadership and Human Strengths in an AI-Driven Environment
AI is more than just technology—it influences leadership styles. Club Med emphasizes that AI frees leaders to focus on strategic vision rather than just knowledge processing. The company believes AI works best when it complements human skills, not replaces them.
For HR professionals, Club Med’s approach offers a clear example of how AI can improve talent management, streamline operations, and maintain ethical standards.
To learn more about practical AI training for HR and leadership, explore resources like Complete AI Training’s courses for HR professionals.
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