Janette Roush

Janette Roush, SVP of Innovation and Chief AI Officer for Brand USA, shares her insights on integrating AI into the tour business. She simplifies complex AI concepts for operators, encouraging them to embrace technology rather than shy away. The discussion highlights AI's transformative potential in enhancing operational efficiency and personalized services. Janette emphasizes the balance between human insight and AI capabilities and suggests practical first steps for tour operators eager to innovate while maintaining that essential human touch.

Janette Roush, Senior Vice President of Innovation and Chief AI Officer at Brand USA, dives into the pressing need for destination executives to rethink AI strategies. She highlights a recent symposium where leaders discussed the urgent challenges and ethical implications of AI in tourism. Janette emphasizes the importance of establishing governance models to manage risks and ensure responsible AI usage. Additionally, she advocates for education and training opportunities to empower professionals in the field, fostering a culture of innovation and sustainability.