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At this year’s HSMAI Commercial Strategy Conference, Benu Aggarwal, President & Founder of Milestone, will bring her decades of digital and tech leadership to the stage with a session that promises to challenge and energize attendees. In “Decoding the Consumer Journey: AI’s Impact on Hospitality Commercial Strategy,” Benu will explore how AI is transforming how guests and planners discover, compare, and engage with hospitality brands and what that means for leaders looking to stay ahead.
Benu is a seasoned C-level tech executive, founder, operator, product & solution visionary, and industry thought leader in leveraging disruptive technologies to drive business growth, including AI, SaaS, Search. HSMAI staff spent some time with Benu to find out more about her subject and session.
What can attendees expect from your session?
We’re facing one of the biggest disruptions in digital marketing in decades. Consumers aren’t just using search engines anymore. They’re turning to AI engines, LLMs, and tools like ChatGPT and Perplexity to plan their journeys. My session will explore how brands can future-proof their presence across these emerging platforms and why it’s critical to evolve beyond traditional digital strategies.
Why is this such a pivotal moment for hospitality commercial professionals?
AI isn’t about bouncing back…it’s about bouncing forward. You have to curate your future now. No matter your title, CMO, GM, investor, or owner, you need to rethink how you personalize the customer journey across every touchpoint and bring organizational alignment to your AI strategy.
What are practical takeaways attendees can expect?
Expect to leave with a use cases and ideas of how to transform data into strategy. I plan to talk through many of the questions people face when developing AI strategy. How do we align teams, foster a culture of innovation, and use existing resources to drive breakthrough results?
What makes this a must-attend session at Commercial Strategy Week?
This is a leadership moment. As professionals, we can’t sit on the sidelines and watch the future unfold; we need to be active participants in shaping it. AI is evolving fast, and we have a responsibility to adapt.
Any trends or predictions we’ll hear more about?
You know, I’m from the Bay Area, so I’ll be sharing insights from tech giants like Google, Meta, LinkedIn, and Apple. I’ll be covering the evolution of search, the rise of AI agents, and how to use them to enable hyper-personalized infrastructure at scale.
How can attendees keep up with this space?
I encourage everyone to participate in ongoing learning through industry resources like Search Engine Land (where I contribute regularly), Milestone webinars, and HSMAI’s educational content. There’s no shortage of content. The key is knowing what outcome you’re after and staying committed to growth. I think it is going to be more about curiosity and prioritization. During my session I would like to plant the seeds of curiosity about changing infrastructure, upskilling, and thinking about what outcomes are critical.