AI is already reshaping how travelers discover destinations, plan trips, and make decisions—and travel marketers don’t have the luxury of sitting on the sidelines. In this session, Eric Hultgren cuts through the noise around artificial intelligence to focus on what actually matters for destinations, attractions, and tourism organizations right now. This isn’t about chasing tools for their own sake; it’s about understanding how AI changes storytelling, search behavior, content creation, and measurement—and how travel brands can adapt without losing authenticity. Attendees will leave with clear use cases, realistic expectations, and a practical framework for applying AI to their marketing efforts today, not someday.