ChatGPT and other generative artificial intelligence (AI) technologies are not only transforming trip planning and personalisation for travellers but also corporate travel productivity and customer experience, according to speakers at the recent Cvent Travel Summit 2023 virtual event. Patrick Linnihan, CEO of Gant Travel Management, noted how an executive assistant successfully trialled AI for human resources, and urged others to “harness this tool to be able to be competitive”. He also said AI in the future will appear “more seamless than you’ve ever seen before”, with the “machine” understanding desired outcomes and business profitability goals relating to suppliers. Meanwhile, Norm Rose, Phocuswright senior technology and corporate market analyst, investigated the implications of AI for the booking and content aggregation supply chain.