31: Is There a Right Way to Roll Out AI? (Janette Roush & Vimal Vyas)

In this episode of Destination Discourse, we’re digging into one of the biggest questions facing DMOs today: how should you be rolling out AI in your organization? Should you move fast and figure it out as you go, or slow down, build the right guardrails, and then scale?

To explore both sides, Stuart and Adam are joined by two of the smartest minds in the space:
 • Jeanette Roush, whose early experimentation with AI helped shape industry conversations and earned her a new leadership role at Brand USA
 • Vimal Vyas, who’s taking a more deliberate approach at Visit Raleigh, building AI into his organization’s long-term strategy, infrastructure, and training

We unpack the risks of jumping in too early, the danger of falling behind, and what happens when there’s no clear AI policy in place. Whether you’re cautious, curious, or already experimenting, this conversation is packed with insights on how to think more clearly—and act more confidently—when it comes to integrating AI into your DMO.

Topics Covered:
• Why AI policies matter and why most DMOs still don’t have one
• The real risks of moving too fast or too slow
• Building internal consensus and board support
• How to start with consumer impact in mind
• Tools, training, and what’s next for AI in destination marketing

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