Cut through the AI hype with Janette Roush, Brand USA's SVP of Innovation and Chief AI Officer, as she delivers a clear-eyed look at artificial intelligence's dual impact on tourism. First, understand how AI is transforming traveler behavior—reshaping destination discovery, reading your photos and reviews, and influencing where people choose to go. Then, explore how AI is changing the way we work, with practical applications that tourism professionals of any size can put to use immediately. Whether you're already experimenting with AI or just getting curious, you'll leave with actionable insights for both sides of this shift. No tech background required—just bring your questions and leave ready to work smarter.