So often, when I hear about using artificial intelligence at work, the focus is all about efficiency—streamlining processes and automating tasks. But when I talked with America’s Chief AI Officer for Travel, Janette Roush, she taught me how AI can be much more than a productivity booster. It’s a tool for curiosity, creativity, and, yes, even fun.
Roush’s playful approach to AI offers valuable lessons for hospitality leaders looking to both learn about AI and foster its adoption in their organizations, and I wanted to summarize some of the things she shared with me that you may find helpful for your work and your hotel or company.
Learning AI Through Fun and Curiosity
When generative AI tools like ChatGPT became publicly available at the end of 2022, Roush took an experimental approach. She spent the month of January trying a new thing each day with it, from writing haikus to even dabbling in Python code. This wasn’t about becoming an expert overnight—it was about exploring AI’s potential and sharing discoveries along the way.
I was amazed by what these tools could do, Roush says. Every day, I tried something new, not to achieve perfection, but to learn and find inspiration.
Her experiment demonstrates what I believe is important: the best way to learn AI is to just start, embrace the fact everything won’t work perfectly the first time, and treat the process as an opportunity for discovery.
For hospitality leaders, this playful mindset can be the key to demystifying AI for their teams. When employees see AI as approachable and fun, they’re more likely to engage with it, unlocking its potential for innovation – and results.
Creating a Framework for AI Adoption
Roush has developed a three-part framework to guide organizations in adopting AI effectively:
1. Start Small, Think Big
AI adoption shouldn’t begin with huge initiatives, such as implementing a chatbot to handle all guest-facing communication. Instead, hospitality leaders should encourage their teams to experiment with small, low-risk applications.
For instance, a team member might use AI to summarize meeting notes or draft initial content for marketing materials. These small wins help employees see how AI can make their work easier and more enjoyable, sparking ideas for larger, transformative applications.
Generative AI doesn’t work the way traditional software does, Roush explains. It’s not about perfect formulas; it’s about exploration and iteration.
2. Align Leadership with Learning
Roush emphasizes that successful AI adoption requires both top-down support and grassroots experimentation. Leaders need to clearly communicate that using AI is not only acceptable but encouraged.
Some employees worry that using AI feels like cheating, she notes. Leaders must reframe this as smart work, not shortcuts. It’s about freeing time for higher-value, creative tasks.
Equally important is providing the right tools and training. Without clear guidance and secure platforms, employees might resort to free tools that could expose the organization to risks, such as data breaches or non-compliance with privacy regulations.
3. Lead with Wonder
Perhaps the most inspiring part of Roush’s framework is her focus on “leading with wonder.” AI, she shared, is an amazing technology that should excite and inspire.
I can’t believe these tools exist today, she says. And they’re accessible to everyone—not just CEOs or tech experts.
Roush believes that creating a sense of play around AI adoption can break down resistance and open minds. When teams feel encouraged to experiment and find joy in the process, they’re more likely to embrace AI as a partner in their work.
Lessons for Hospitality Leaders
For hospitality leaders, Roush’s approach offers actionable insights:
Foster curiosity: Host internal challenges or workshops where teams can explore AI tools in low-stakes scenarios, such as creating itineraries for fictional guests or generating creative ideas for events or activations.
Normalize AI use: Share stories of how leaders and employees are using AI to improve their workflows. Celebrate successes and encourage open discussions about challenges.
Focus on creativity: Encourage teams to think beyond efficiency. How can AI help create more personalized guest experiences, elevate marketing campaigns, or uncover new revenue streams?
From Fun to Transformation
AI’s potential goes far beyond efficiency. By treating it as a tool for creativity and experimentation, leaders can inspire their teams to not only adopt AI but also innovate with it.
For the hospitality industry, this means using AI to enhance—not replace—human connection and creativity. It’s about using technology to delight guests and empower employees while maintaining what matters most: empathy and service.
So, stop making AI only about efficiency. Approach it with curiosity, fun, and a sense of wonder as well—and watch your team’s creativity and engagement soar.
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Josiah Mackenzie hosts the Hospitality Daily Podcast to help you stay informed and inspired each day by the most interesting people in hospitality. You can also get exclusive access to benchmarking data on how other hospitality leaders use AI for themselves and their organizations by taking the AI in Hospitality Survey here.
