Artificial intelligence is no longer a future concept in travel marketing—it’s actively influencing how visitors research, choose, and experience destinations today. In this session, Eric Hultgren takes a practical look at how AI is changing the mechanics of storytelling, discovery, and decision-making across the travel journey. Rather than focusing on hype or tools in isolation, this talk centers on how Michigan DMOs can use AI to work smarter, create more relevant content, and better understand what’s driving results. Attendees will walk away with grounded examples, clear guardrails, and a usable approach to applying AI in ways that strengthen, not replace, the human side of travel marketing.