Experts urge a balanced approach to AI adoption
The future of the AI in travel industry depends as much on people as it does on technology, according to speakers at Sabre’s Compass ’26 event.
Industry experts said companies should focus on building trust, setting clear expectations and maintaining human oversight as AI becomes more capable.
AI adoption requires user trust
Isabel Macdonald, Senior Behavioral Scientist at Irrational Labs, said organizations must actively involve employees and customers when introducing AI tools.
Rather than simply launching new technology, companies should help users feel part of the process. This approach increases confidence in AI-generated results.
Macdonald also warned against forcing people to adopt AI before they are ready. Instead, businesses should introduce new tools gradually and provide users with a clear understanding of what the technology can and cannot do.
Setting realistic expectations matters
According to Macdonald, companies should avoid marketing AI as a tool that can solve every problem.
Instead, they should define specific use cases and explain how customers can interact with the technology. Clear guidance encourages users to adopt AI more effectively while strengthening long-term trust.
Human oversight remains essential
While AI continues to automate routine work, experts stressed that human judgment remains critical across the AI in travel industry.
X. Eyee, CEO of Malo Santo, said AI should eliminate repetitive tasks rather than replace people entirely.
He noted that organizations building agentic AI systems must also develop governance, compliance and security frameworks to ensure those systems operate safely.
Governance reduces AI risks
Eyee warned that some businesses are deploying AI without fully addressing risks such as hallucinations, cascading failures and security vulnerabilities.
He said companies need humans to monitor AI systems, plan for operational failures and remain accountable for important decisions.
According to Eyee, people provide judgment, relationships and accountability—qualities AI cannot replicate.
AI and humans should work together
Speakers concluded that the greatest value will come from combining AI capabilities with human expertise.
As AI takes over repetitive processes, employees can focus on decision-making, creativity, customer relationships and strategic oversight.
They argued that successful organizations will use AI to enhance human performance rather than replace it.
