Marriott – Personalizing Hospitality with Generative AI

17

October

2025

5/5 (1)

Marriott International has long led the hotel industry with its asset-light business model, global brand consistency, and impeccable service. Making it one of the biggest hotel chains in the world. However, with increasing competition from platforms such as Airbnb and the shift into an intensified experience economy, guests’ demands are shifting. Therefore, to keep up with the competition and remain a market leader, Marriott has to innovate.

Our project presents Marriott with this solution, namely, implementing Gen-AI in the pre-stay booking phase with the Gen-AI pre-stay travel planner and during the stay with the in-stay travel assistant.

Here is how it works:
The pre-stay travel planner allows guests to get a tailored overview of activities and plans at their intended stay, which is specific to their customer profile and trip details. Think of it as a curated co-pilot that kicks in the moment you book. It builds a tailored itinerary based on your profile, destination, dates, budget, and preferences. It then pulls context like weather and local events, and you can chat with it to refine plans. Resulting in a seamless trip booking experience and significantly reducing the hassle of planning it yourself.

Then, during the stay, the Gen-AI in-stay assistant integrated with the larger Marriott service system allows guests to get immediate customized answers and recommendations tailored to the stay. When questions get too complex, it recognizes this and escalates to a Marriott employee, so you get speed without losing Marriott’s trademark human touch.

While these improvements increase the value customers receive from booking with Marriott, these implementations simultaneously provide Marriott with several key benefits.

  • It enables Marriott to profit from new monetization and revenue streams. It does this by automatically up-selling add-ons, cross-selling, and finally engaging in Gen-AI partnership deals based on commission. Making it a truly lucrative implementation.
  • It increases operational efficiency: Offloading routine queries to AI, which frees staff to focus on high-impact service moments.
  • And finally, it increases customer loyalty and raises switching costs. As guests keep booking, MarriottAI learns preferences and habits, making future stays feel increasingly personalized. In return, leading to more engagement with its loyalty program, Bonvoy.

To successfully roll out this GenAI integration in such a large brand, the implementation should be phased in 3 key stages:

Months 0–12: Will focus on a Pilot in ~10 diverse hotels, where key adoption metrics are tracked, and recommendations are refined.

Months 13–24: Expand the pilot to 100–150 properties, deepen system integrations, start marketing to Bonvoy members, and keep training on real usage data.

Months 25+: Roll out globally with multilingual, location-specific tuning

In summary, by using AI strategically and augmenting the stay with a smart layer that plans with you and adapts to you, Marriott is enhancing its ability to do what it does best. Guests get trips that feel curated, teams get time back for the moments that matter, and Marriott turns every booking into a relationship that gets better with each stay, allowing it to lead in an experience-first market.

Team 10

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The inherent problem of Music and AI: Market for lemons

7

October

2025

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As I read through a couple of blog posts in this forum. I noticed 2 articles on AI and music creation. Both focused on how generative GenAI is being used in the creative process to produce instrumentals and even entire songs. Claims by both authors included the loss of authenticity, and the other even saw positives in the use of AI to aid in the creative process. Both perspectives are valid, but I think there’s a bigger issue that often gets overlooked.

The real way AI has changed the music industry isn’t just about creating songs or instrumentals, it’s about how it’s reshaping lyrics and in many ways, removing originality. Let me explain.

The way people listen to music has changed. Increasingly more users are consuming music as a background activity while working, studying, and in general, multitasking. Because of this, simple songs tend to perform better. With this knowledge, artists and surrounding teams can now use AI to analyse listener data and create songs that are optimised for success. And that’s where AI models come such as GPT, and actively destroy original lyrics and original creations with the goal to eventually optimise profits with data.

As someone who’s worked with a variety of artists and has seen the current music scene up close, I can tell you this isn’t just a rare occurrence. It’s becoming the norm. Many artists nowadays use AI tools to generate rhyming schemes and choruses. It’s not unlike the long-standing use of ghostwriters in the industry, but AI takes it a step further by removing the human touch entirely.

Sure, it’s efficient, but it also risks making music feel less personal and personally makes me more avoidant to the listening of music created after 2020.

In the long run, this starts to look like a market for lemons problem.

When listeners can’t reliably tell human-written songs from heavily fabricated AI ones, the producers drift toward the most efficient option to maximise profits.

To avoid this, I believe music-streaming platforms such as Spotify should take a more active role in the rewarding of non-ai-generated songs. And invest in enhancing data models to detect the use of AI in songs and actively signal to consumers when patterns, etc, are overly used.

Overall, AI can be a great tool it can help with writer’s block or spark new ideas but when it’s overused, it starts to strip away the uniqueness that makes music special. The challenge is finding a balance: using AI to enhance creativity without letting it replace the human heart and soul of music

Source: https://www.scientificamerican.com/article/song-lyrics-really-are-getting-simpler-and-more-repetitive-study-finds/

https://www.scientificamerican.com/article/song-lyrics-really-are-getting-simpler-and-more-repetitive-study-finds

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Organizational restructuring with AI: The loss of the middle manager

19

September

2025

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Traditional micro-managers are of the past. Organizations that long struggled with tedious email communication and several middlemen mediating the flow of day-to-day information, are now transferring to a new solution called: Workflow-automation. This entails the use of AI, Machine learning, and process intelligence to automate their workflows (KrishnaRahul, 2025).

Let me explain how it works:

Instead of sending an email to your colleague, if he could nicely finish his part of the project. An AI who is already familiar with the entire business process, will automatically send it to your colleague and instruct him what to do next.

Now you’re only task is to upload the output of your previous assigned task and the Ai will automatically track important KPI’s, Coordinate the project, update administration and summarise the progress. It could even schedule meetings at key discussion point’s, tailored to each person’s personal schedule (Karl, 2024)

It’s kind of like having an organisational brain. Eliminating the need for middle managers.

A little scary right? Well according to IBM in 2023 92% of executives already agreed on that their organization’s workflow will leverage different types of AI-enabled automation in the coming years (IBM, 2023), showing a clear direction companies are heading in for the future.

All the while this tool, and trend of efficiency is great for replacing most middle managers. There are some things an Ai can’t really bring to the table. For example empathy, the transferring of tacit skills and a true mentorship. Leaving us with questions of how management/leadership will change in the age of AI, and what value our own critical thinking brings to the table.

References:

The power of AI & Automation: Intelligent workflows. (2023, April 7). IBM. https://www.ibm.com/thought-leadership/institute-business-value/en-us/report/automation-intelligent-workflows

KrishnaRahul. (2025, September 17). AI workflow Automation Trends for 2025: What businesses need to know. Cflow. https://www.cflowapps.com/ai-workflow-automation-trends-for-2025/

Karl, T. (2024, October 30). How AI is Transforming Communication: Top Benefits Explained. New Horizons. https://www.newhorizons.com/resources/blog/benefits-of-ai-in-communication

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