Hilton shares how it uses AI to enhance human creativity
The global hotel chain empowers communicators to use the tech as tools as opposed to collaborators.
Hilton Worldwide has embraced artificial intelligence to support its editorial team in creating content while maintaining the human touch.
The hospitality company’s editorial team, made up of former journalists and TV producers, uses AI to aid with content planning and production, without allowing it to generate stories.
Jennifer Fickley-Baker, Hilton’s director of global editorial, shared at Ragan’s AI Horizons Conference in Miami how the company has used AI to better connect with journalists and consumers alike.
“We have a very careful, pragmatic approach to AI,” she said. “We’re not here to rush into anything, but we’ve learned to leverage the right tools to support our team.”
AI in the editorial process
Hilton’s AI policy has restricted its use, initially focusing on non-creative tasks such as drafting budget justifications, writing some email responses and managing social media calendars.
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