Artificial Intelligence (AI) was a headline topic at the recent edition of the Hospitality Sales and Marketing Association International’s Annual Commercial Strategy Conference Middle East in Dubai, receiving a 360-degree analysis spanning inspiration, theory and application. At the event, Mona Faraj, president – HSMAI MEA, asked three conference speakers and industry experts to share their insights on AI as a driver of change in the hospitality industry and the key opportunities and applications on their radars in 2025 and beyond.