In this episode, Janette Roush, the SVP of Innovation and Chief AI Officer at Brand USA, shares how her team moved past AI hype to real, working applications across the organization. She explains what agentic AI looks like in practice, how organizations shift from individual experimentation to true organizational upskilling, and why trust and verified data are becoming mission-critical as travelers rely more on AI for planning. You’ll hear concrete examples from RFP evaluation, internal workflows, and campaign launches, along with a clear argument for why destination organizations must reposition themselves as trusted sources of truth. This episode is for hospitality and travel leaders who need practical direction on how AI is already reshaping discovery, decision-making, and organizational strategy.

Listen to our previous conversation: America's Chief AI Officer for Travel Shares Advice

Resources we mentioned:

• Janette's website
• Claude Code
• Lovable
• Brand USA's America the Beautiful campaign site
• How I AI Podcast
• Every
• Marketing Against the Grain

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Music for this show is produced by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands