How Booking.com for Business Deploys AI in Marketing, Product, CS, and CX to Grow and Run the Business

In this session, Joshua Wood, Director Business Travel & Head of Booking.com for Business will show how Booking.com uses AI to accelerate how they build products, run marketing, and serve customers, moving beyond isolated experiments and shiny demos to make AI part of the day‑to‑day operating system of the business. He'll walk through concrete, real‑world examples across marketing, product & engineering, customer success, and customer experience: where AI meaningfully sped up campaign creation and testing, helped teams respond to customers better and faster, and supported experimentation and product delivery to create a better end‑to‑end experience. Just as importantly, he'll unpack the organisational changes behind it: how they prioritise use cases, align stakeholders, measure impact, and keep AI tied to clear business outcomes rather than hype. Key takeaways: 1. Understand the gap between “we use AI” and AI that consistently improves revenue, customer experience and efficiency 2. See real use cases from marketing, customer success, product/engineering and customer experience that makes the difference. 3. Leave with a practical checklist for bringing AI into your own SaaS business in a grounded way: where to start, how to prioritise, and how to keep AI initiatives tied to clear business outcomes rather than hype.