For travel companies, AI is the vigilant cost-cutter. Ari Lightman, a professor at Carnegie Mellon University's Heinz College of Information Systems and Public Policy, says of travel companies using AI. Travelers who want to hack the system back are using AI to try to save time and money. "That's where I think using AI to build that experiential part of the trip is where in the short term there's going to be a big difference." When companies push AI into their systems in the name of efficiency, they run the risk of going too far.