At this year’s GBTA Europe conference in Hamburg, the spotlight was firmly on the future of corporate travel. One shaped by intelligent automation, integrated data, and a renewed focus on human-centred experiences. On the main stage, our CTO and Co-Founder Ami Goldenberg joined an exceptional panel “High Tech, High Touch: Protecting the Traveler Experience.” alongside, Erol Arkan, Technology and Data Solutions at Amazon Travel and Events, Paulina Moeller, Global Travel Leader at Ingka Group (IKEA) and Torsten Kriedt, Principal, AI Value Creation at Provectus.
The panel unpacked one of the industry’s most pressing questions: How do we embrace rapid AI-powered innovation without losing sight of what travellers want most – clarity, support, and human care?
AI adoption in travel is a journey
Across the panel, there was strong consensus: AI adoption in corporate travel doesn’t arrive as a “big bang.” It evolves gradually, beginning with targeted use cases that solve specific problems.
Ami highlighted this pragmatic approach as core to Oversee’s philosophy: start where AI can have immediate impact: reducing costs, easing traveller frustration, and automating repetitive queries, then expand from there.
“AI isn’t about replacing humans; it’s about removing friction,” Ami noted. “Every small win compounds into a fundamentally better traveller experience.”
Solutions such as AI-powered re-shopping, proactive disruption alerts, and generative AI for service teams are already creating measurable improvements. But the long-term transformation comes from layering these use cases intelligently over time.
Data sharing is the gateway to true personalization
One of the strongest themes of the discussion was the role of data in enabling AI to deliver meaningful traveller assistance.
Today, corporate travel data sits fragmented across TMCs, OBTs, HR systems, and supplier platforms, making personalization difficult. The panel agreed that securely exposing more traveler context is essential for AI to suggest relevant flights, hotels, and actions.
Ami emphasized that AgentSee was built precisely with this challenge in mind:
- It integrates data from multiple systems
- Applies policy logic in real time
- Learns traveler preferences
- Communicates through natural, conversational interfaces
By unifying structured data with contextual signals, AgentSee can deliver the kind of personalized, proactive support travelers expect in a digital-first world, without compromising security or compliance.
AI readiness varies but companies need to start now
Paulina and Erroll spoke about the wide variation in AI maturity across organizations. Some are piloting advanced capabilities; others are still exploring foundational use cases.
But the panel was clear: delaying experimentation is the real risk.
Ami echoed this with a key message:
“Corporate travel is shifting faster than ever. You don’t need perfection to begin, you just need momentum. AI rewards early adopters.”
At Oversee, this philosophy drives how we work with customers. Whether organizations are ready for full AI integration or just starting with simple automation, AgentSee is designed to scale with them, from early pilots to end-to-end transformation.
The future: an integrated, end-to-end AI travel assistant
Perhaps the most exciting discussion centred on what the “North Star” of AI-assisted travel looks like.
The panel described a future where AI supports travellers throughout every stage of their journey:
- Trip planning
- Booking and rebooking
- Mobility and ground transport
- Visa and tax requirements
- Policy interpretation
- Safety and risk guidance
- Real-time updates and proactive interventions
Ami connected this vision directly with Oversee’s roadmap for AgentSee:
“AgentSee is built to be the connective tissue across the travel ecosystem, a single interface that understands the traveler, the company, and the context.”
Whether accessible via email or enterprise systems, AgentSee’s role is to simplify complexity and deliver a seamless, unified travel journey.
Innovation requires openness, collaboration, and action
In the closing moments, the panel urged the industry to embrace change rather than fear it. AI innovation is accelerating, and travel leaders who experiment early will gain significant advantages in both cost efficiency and traveller experience.
Ami reinforced this mindset:
“We’re not competing with yesterday’s systems, we’re preparing companies for the travel experience of tomorrow.”
From new protocols to deeper integrations across TMCs, OBTs, suppliers, and HR tools, the future belongs to organisations willing to open their data, rethink old processes, and adopt AI collaboratively.
High Tech, High Touch is the future of travel
One thing was made clear: the future of travel is neither purely technological nor purely human, it is a thoughtful, strategic blend of both.
AI removes friction. Humans add empathy. Together, they create a travel experience that is not just efficient, but elevated.
At Oversee, we’re proud that AgentSee embodies this balance, combining advanced AI intelligence with the warmth, clarity, and guidance travelers rely on. We’re excited to help shape a new era of personalized, seamless, and truly traveler-centric corporate travel.
See how AgentSee can transform your traveler experience – get a demo today.