8 TCS AI for Business Study TCS AI for Business Study – Travel & Hospitality Report Productivity is an AI benefit, but quality will be its lasting value Travel & Hospitality companies – as in other industries – currently put more of their focus on using AI for productivity gains r ather than expecting its integration with their operations to improve the quality of their services. But over time, a more balanced appr oac h to integrating AI – through optimization, productivity, innovation and quality – the better the outcomes across an enterprise. Q. On a scale of 1 to 10 — where 1 is solely focused on using AI to improve quality and 10 is solely focused on using AI to enhance productivity — where would your company's current approach toward AI fall? On a 10 - point scale between “improving quality” and “enhancing productivity,” Travel & Hospitality executives scored an average of 6.88, compared to the 6.90 average across other industries. The industry’s Pacesetters were similarly inclined, scoring an average of 6.91 on this scale. 46% 30% 9% 15% Travel & Hospitality PACESETTERS Solely or mostly focused on using AI to improve quality Focused on quality, but with an eye toward enhancing productivity Focused on productivity, but with an eye toward improving quality Solely or mostly focused on using AI to enhance productivity 43% 4% 13 % 39%