AI EUROPE by Exhibition · ai europe london 2016 by [ai]cebreaker hotels distributions in the...

AI EUROPELONDON 2016

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Conference& Exhibition

December 5-6ETC Venues 155 Bishopsgate

Liverpool St - LONDON

Fabrice OtañoSVP, Chief Data Officer

ACCORHOTELS GROUP


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[AI]CEBREAKER

HOTELS DISTRIBUTIONS IN THE COGNITIVE AGE

ACCORHOTELS, THE ULTIMATE HOSPITALITY LEADER

POWERED BY AI

ARTIFICIAL INTELLIGENCE, AN ORGANIZATIONAL

STRATEGY

DRIVING THE AI REVOLUTION

THE NEW CO-WORKER OF THE INTELLIGENT AGE

CULTURAL SHIFT & TECHNOLOGICAL BREAKTHROUGH

LEADING THE TRANSFORMATION, THE ULTIMATE GUIDELINES

[P4][P6]

[P8][P10]

[P12]

[P14][P16]

[AI]CEBREAKER

Artificial Intelligence is positioning itself as the core technolo-gy of our digital age, offering all business leaders an unrivalled opportunity to harness the power of data for good! The holy grail of converting its company through the learning process of a data driven culture is finally becoming real…

Countless discussions have taken place recently about the un-limited opportunities that cognitive technologies are bringing to the business world. But no one has clearly addressed the ultimate challenge that leaders are currently facing in integrating AI in the decision-making process of their organizations: The cultural shift! In fact, according to Accenture’s “Technology Vision 2016” study, it will be impossible for business leaders to thrive in this intelligent economy without integrating the workforce as the ultimate defining factor of their success and growth!

According to that, it gets increasingly crucial for executives to fully re-envision their corporate culture in order to use intelligent au-tomation as the ultimate enabler of a new relationship between people and machines! Achieving this ambitious goal will go through a long-term change-management strategy lead by developing new skills, inspiring people and most of all empowering them in order

to build the workforce of tomorrow. A workforce that is more adaptable and agile than ever. Reaching a point of agility has clearly become the ultimate goal for all business leaders that wish to speed up their go-to-market, and take their companies into the future.

To understand the strategic challenges that execu-tives face today with integrating AI in their organi-zations, the editorial team of AI Europe has been thrilled to interview, one of the leading figures of this changeable world: Fabrice OTAÑO, SVP, Chief Data Officer, ACCORHOTELS GROUP!

Fabrice OtañoSVP, Chief Data Officer

ACCORHOTELS GROUP


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[AI]CEBREAKER


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[P4]

HOTELSDISTRIBUTIONS

IN THE COGNITIVE AGE

[AI]CEBREAKER

The entrance of digital natives into the hospitality market

and the unprecedented rise of cutting edge technologies

has completely transformed the way traditional players

are leading their businesses across the world. This is

resulting in a change in core priorities where time-to-

market agility and accuracy have become crucial ele-

ments to success in the digital age.

According to the unrivalled complexity that the whole

market is facing, AccorHotels has launch its digital

strategy and has, since then, completely re-assumed its

role as a pioneer hotelier that never stops innovating!

Since then, data science and artificial intelligence have

been the ultimate enablers of our growth strategy!


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[P5]

How is the intelligent revolution impacting your field?

What challenges do you face?

Time-to-market agilityand accuracy have becomecrucial elements to successin the digital age

[AI]CEBREAKER


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[P6]

ACCORHOTELS,THE

ULTIMATE HOSPITALITYLEADER POWERED BY AI

[AI]CEBREAKER

According to the competitive landscape of hotels distribu-tion, it was vital for our group to fully embrace the break-throughs in innovation that was coming to the market. For this reason, we have been investing in cognitive technolo-gies and data science for 2 years now.

Integrating algorithm as a core element of our group strategy has allowed us to re-think our organization and team under the spectrum of our main marketing and commercial challenges:- THE CUSTOMER WORKSTREAM, in charge of enhancing customer life time value potential through on and off line CRM strategies- THE REVENUE MANAGEMENT WORKSTREAM, in charge of increasing revenue of our hotels by optimizing demand forecasting, channel management and pricing strategy.- THE DIGITAL WORKSTREAM, in charge of optimizing our media investment and, most of all, target the right digital audience through multi-device and multi-channel strategies

We open new fields of business empowerment with AI accor-dingly to the maturity of other business domains: RH, fraud, audit, and we support heavily our team of growth hacking…

The intelligent strategy that we are currently driving is ope-ning up new and exclusive opportunities that allow us to maximize our performance potential and greatly upgrade our know-how! In fact, thanks to Artificial Intelligence, we are now able to measure that our profitability is heading for a 15% improvement where applied!


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[P7]

Can you present the stateof your AI strategy?

[AI]CEBREAKER


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[P8]

ARTIFICIALINTELLIGENCE,AN ORGANIZATIONAL

STRATEGY

[AI]CEBREAKER

First of all, it is really important to have in mind that you simply can’t reach the potential that artificial intelligence has to offer without building the right ecosystem to ana-lyze and manage your data assets. At AccorHotels we have been driving our transformation by: - building the right infrastructure to capture the data- creating new positions and developing new internal skills to manage it- shaping quick win uses-cases to capture all its potential

Second, it is crucial to understand that machines cannot replace your internal team: Human must be at each stage of your AI strategy: • At the beginning to set up the right questions and algorithms • During the process to train it • And at the end to enhance it

At AccorHotels we are testing the performance of our algorithm by playing it “against” the best internal ex-perts like what has been done with Go game. Usually it’s a 2-month contest that aims to improve the performance of our ma-chine process!

But moving to a data-driven company, and most of all an intelligent or-ganization, takes time and cannot be achieved without integrating the workforce as the ultimate competitive advantage of our future. Hence, at AccorHotels, we are currently centering our change-management strategy around 2 main challenges: breaking silos between the diffe-rent business units and readjusting the skills of our people to make them much more adaptable and data oriented than they are today!

As I have previously mentioned, driving this data-driven transforma-tion requires time, a dedicated budget and above all a very strong executive sponsorship to implement it.


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[P9]

How do you drive theintelligent transformationwithin your organization?

DRIVING THEAI REVOLUTION

[AI]CEBREAKER


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[P10]

[AI]CEBREAKER

The data governance board, that is dri-ving and managing the quality of our data assets and mobilizing volume for business demands.

And steering committees “data for bu-siness” in charge of implementing our Business Intelligence, Big Data and Artificial Intelligence strategies at the operational level for each and every businesses – customer, hotels, web.

The data ethics board, in charge of our privacy by design policy and security.


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[P11]

What type of governance didyour company develop to

implement its AI strategy

Our governance strategy is organized around 3 main pillars:

[AI]CEBREAKER


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[P12]

THE NEWCO-WORKEROF THEINTELLIGENT AGE

[AI]CEBREAKER

I believe that machines will enhance our

team capabilities by ridding them from

repetitive tasks. Thus, the rise of AI

technologies will allow us to keep our

internal team on strategic and more

meaningful functions that can’t be

handled by machines as it is impos-

sible to rationalize board vision.


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[P13]

In short, how do you envisionthe relationship between

human and machine?

It is impossibleto rationalize board vision

[AI]CEBREAKER


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[P14]

CULTURAL SHIFT &TECHNOLOGICAL

BREAKTHROUGH

[AI]CEBREAKER

We are at the beginning of this break-through in technology. Achieving the full acceptance of our employees will require a lot of communications and discussions to help them embrace this new future of intelligence automation and, above all understand the strategic challenges that are behind it.

Since the launch of our cognitive strategy, we have set up a “quick-win” policy that is led by the goal of demons-trating the full potential of AI through operational uses-cases. For example, we have developed a corporate pricing tool powered by AI dedicated to our sales team, that has permitted to improve the accuracy of their price offers, hence enhancing their nego-tiation capabilities!

When our team experienced the be-nefit and most of all saw the result, they were enthusiastic about using an AI-powered tool.


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[P15]

How do you empower youremployees through this new vision?

[AI]CEBREAKER

LEADING THETRANSFORMATION,

THEULTIMATE GUIDELINES


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[P16]

[AI]CEBREAKER

AI EUROPE 2016 is the premier European conference &

exhibition that will highlight the tremendous business opportunities

AI is bringing. Within two days of high-level, practical discussions and

network with 1000+ leading business strategists, decision-makers,

practitioners, IT providers, and visionary start-ups, this trendsetter

event will expose you to a world of endless opportunities! Get ready

for the new revolution and book your spot at the European AI event

www.ai-europe.com


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[P17]

Cultural shift : If you have to giveTOP 5 recommendations to the

AI community, what would they be?

1. Sponsorship from the executive team to implement an AI strategy

2. A good partnership between departments to kick-start and go fast

3. Leveraging external data to add maximum value what is already known internally

4. Implementing ‘Quick-win’ use-cases to empower team and change the mindset regarding a machine-human relationship

5. Convince with results, no with rationales. So Storytelling is crucial.

AI EUROPE by Exhibition · ai europe london 2016 by [ai]cebreaker hotels distributions in the...

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