AI adoption shifts toward practical application in hospitality and startups

The technology sector is seeing a shift in how artificial intelligence is perceived and implemented. In the hospitality industry, HiJiffy CEO Tiago Araújo notes a growing fatigue regarding the constant hype surrounding AI. However, he emphasizes that hotels are not tired of using the technology itself. Instead, they are seeking pragmatic applications that solve concrete problems, such as automating repetitive tasks and managing guest communications across multiple channels. HiJiffy reports that some operations can now automate over 90% of recurring guest inquiries.

In the startup ecosystem, Cubo Itaú is focusing on accelerating AI adoption through its community of 550 startups. CEO Paulo Costa announced two major initiatives: the ‘AI Native Founder’ residency program for AI-focused startups and the establishment of a team in Silicon Valley to map cutting-edge technologies for Latin American companies. To support rapid growth, Cubo has relaxed its traditional revenue requirements for the residency program, prioritizing high-growth potential and efficiency gains for large corporate partners.