DMO AI Road Map
Challenge
Most destination marketing/management organizations (DMOs) today are aware that AI will impact their competitive advantage and ability to attract high value talent. However, figuring out how and where to invest in AI, and for what purpose, is keeping many leadership teams up at night. The technology is still relatively new, there are many misperceptions about AI, and proven case studies showing direct business outcomes are often hard to find. There is also a lack of awareness that AI is about change management and behavioral transformation, much more so than productivity hacks and individual AI tools.
Insight
We break AI into three buckets: Search, Create and Sell. That sets the table for how to think about AI and integrate AI processes and platforms across an organization.
Search: AI-powered search is empowering teams to locate information and improve their knowledge about any given field dramatically when used correctly. AI is the death of, “I don’t know.” The ROI of that alone, where staff members are more confident, creative and ambitious in their roles validates the investment in AI training and procurement.
Create: Generative AI can do three things technology hasn’t been able to do before. Our machines now have the ability to reason, communicate and generate new media, data and strategies. It is becoming imperative for teams to understand how to develop products and services in the AI era.
Sell: AI chat is the new marketplace. AI is eating the funnel and conversational commerce will soon be the new competitive marketplace for most organizations.
Solution
Our AI Road Map is a five-phase strategic framework that provides organizations direction for integrating AI in their operations to optimize business outcomes:
Leadership Alignment: Ensuring everyone in the C-suite uses AI and is fully committed to fostering long-term change management
Organizational Assessment: Evaluating technological readiness and identifying AI champions and high-impact implementation opportunities
AI Policy: Developing standard operating procedures that encourage staff use of AI and protect the organization
AI Education & Integration: Systematically incorporating AI into existing workflows to enhance efficiency and effectiveness
Performance Measurement: Implementing data-driven systems to continuously improve organizational performance