The invisible AI adding value to World2Meet
As prevalent as AI implementation is, not all organizations approach it in the same way, or to the same degree. Many are still testing the technology, with specific and limited use cases, while others have integrated it in a way that’s transformative. The latter is the case for World2Meet (W2M), the travel division of global tourism company Iberostar Group, and a finalist in the Best AI and Intelligent Automation Project category at last year’s CIO 100 Awards for its Intelligent Process Automation (IPA) initiative. Seeing is believing W2M CIO Joan Barceló says IPA is essentially the invisible AI that’s truly delivering value. Launched in 2023 with the goal to explore everything that could be automated and equipped to gain efficiency and productivity, IPA began to deliver results in 2025.
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