Watson chief: 'AI is transforming the entire marketing landscape'

Travel marketers are sitting on a "powerhouse" of data that's has unlimited potential for their consumers – but remains impossible for humans to disseminate, the marketing lead at IBM Asia-Pacific has said. Speaking ahead of her talk at the inaugural Mumbrella Asia Travel Marketing Summit, Chaitali Pramanik said artificial intelligence will help marketers "crack the code" on one of the industry's biggest problems, which is an avalanche of online and offline data. Pramanik, who leads marketing for IBM's AI platform Watson, said while AI has already "transformed the entire landscape" of the travel industry, there is still great potential to further personalise experiences for budding holidaymakers. She said: "Think about the powerhouse of information that's sat in your call centres. It will always say your call may be recorded for training purposes, but how many companies really do that? How many do research to figure out what your customer is saying? That is very powerful information. If we as marketers are able to derive that information and drive results, we can extend improved results and services."