The 2019 Skift Forum Europe brought together more than two dozen of the industry’s top executives for a series of thought-provoking discussions about the future of travel in the region and around the world.

One of the most important themes at this year’s event was the intersection of artificial intelligence (AI) and personalization. More companies in the travel industry talk about their desire to provide more personalized messaging and shopping experiences to customers. After all, if these travel brands deliver more relevant communications, products, and shopping offers to travelers, they’re much more likely to get their customers’ attention, make more sales, and keep them coming back

But many travel brands today struggle to execute on this personalization goal. That’s because they have trouble figuring out how to turn customer data into messages and shopping experiences that impact their goals. An even bigger challenge is figuring out how to allocate the right internal resources to analyze this data, turning the process from something that’s done by hand into a process that can easily scale to thousands, if not millions of shoppers.

In this conversation between Francois Laxalt, vice president of product marketing at Tinyclues, Christian Lang, group head of CRM & customer and market insight at Thomas Cook, and Jeremy Kressmann, research editor for SkiftX, we learn more about the potential of AI to transform the discipline of travel industry personalization.

Watch the video above to see the full discussion.