AI is on every TMC’s agenda but knowing where to begin is another matter. In our recent webinar panel with two TMC leaders who are driving data and technology transformation, the conversation offered some honest perspectives – not about the technology itself, but about what turns AI into measurable value.

Get the foundations right

Both panellists talked about how easy it is to get drawn towards the newest AI tool, when the bigger impact comes from pausing first and building a longer-term data strategy rooted in real business values. Domo plays a part here for a lot of TMCs, helping to connect and clean data from multiple systems, before AI gets layered on top.

One example stood out: matching up hotel bookings made across different channels, where the same property can show up under several slightly different names. Get that wrong and a travel manager negotiating rates could miss half their actual booking history with a supplier. It’s this work of clean, connected data that ensures everything built on top of it – reporting or AI – can be trusted.

Move from reacting to predicting

Get that right and data starts doing more than explaining what’s already happened.

TMCs have always been good at reacting when something changes, but where major disruption used to mean the occasional one-off event, it’s now more or less constant.

Both panellists felt the bigger opportunity now is using data and AI to anticipate what’s coming, rather than responding once it’s already happened.

Bring people on the journey

None of this is a technology-only exercise. One panellist talked about bringing two businesses together after an acquisition, each with its own systems and way of doing things, and the decision to simplify rather than bolt everything together. The real lesson, though, wasn’t about the systems, it was about people: getting teams involved early, being honest about why change was happening, and making them part of it.

Treat AI as a partner, not a replacement

One panellist put it simply: AI should be a partner to people, not a replacement for them. Used well, it frees up time so teams can focus on the relationships, and judgement calls only a person can make. AI and automation isn’t about replacing people, it’s about giving agents and account managers time back to focus on what matters to clients.

Start small and prove value

With so much noise around AI, it’s tempting to jump straight to the technology. But it’s worth remembering that around 95% of Gen AI pilots fail to deliver any measurable business impact. Start with real business problems, identify the win that can deliver the biggest and quickest impact and prove value with this initial use case.

Turn insight into action

None of this is limited to one conversation. It’s aligned with what I hear from TMCs day to day: real value from AI has less to do with the technology itself and more to do with solid data foundations, people – and the discipline to start small. It’s the same thinking behind how Domo works with TMCs, starting with connecting data into one trusted place, so whatever reporting or AI gets built on top of it works from a reliable base.

domo.com/ai-use-cases-pdf