Implementing AI applications that deliver business value

A hotel chain

  • Customer case
  • Data Science
  • AI
hotel hallway

AI is developing rapidly. From generative AI and copilots to AI agents, predictive models and intelligent automation, organisations have more and more opportunities to apply AI across their processes and services.

Employees within this hotel chain also saw opportunities to use AI more broadly. The challenge was not coming up with ideas, but determining which applications could genuinely deliver value and were feasible to implement. We therefore helped the organisation identify, prioritise and develop AI opportunities in a pragmatic way.

Approach

We interviewed the Membership Manager and organised a facilitated brainstorming session with several employees. Together, we identified challenges, opportunities and potential AI applications.

By involving different stakeholders from the start, we looked not only at what was technically possible, but also at what was relevant to the organisation and its customers.

We then assessed the ideas based on three key questions:

  • What business value could this application deliver?
  • To what extent is AI suitable for solving the problem?
  • What would be required to implement the solution successfully?

Based on this assessment, we selected two use cases to develop further.

1. Extracting more value from customer feedback

The hotel chain receives a large amount of valuable feedback through customer forms, emails and online reviews. This information was spread across different sources, making it difficult to analyse systematically.

AI can help bring together and analyse large volumes of unstructured feedback more quickly. This makes it easier to identify patterns, recurring themes and opportunities that the hotel chain can use to improve its services and communication.

2. Implementing a Customer Health Score

The second use case focused on predicting customer behaviour more effectively.

A customer health score can help the hotel chain identify signals linked to factors such as churn and loyalty. Based on these insights, the organisation can take more targeted action to retain customers, strengthen relationships and identify commercial opportunities.

Bringing business value and feasibility together

We developed both cases using the Digital Power AI Project Canvas. This framework helped us define the problem, the solution, the business value, end users, and success criteria. We also delved into the technical details of the solution, addressing questions like, "What sources do we need?" and "Which AI model or solution can we use?"

To ensure AI delivers value, it’s essential to consider the success factors upfront. Therefore, we documented aspects such as integration with existing systems, required roles within the organisation, technical impact, and compliance in the AI Canvas.

Result

The hotel chain gained a clear view of where AI could create the most value and which use case was realistic to pursue first.

By prioritising the customer health score, the organisation could focus its time and investment on an application with clear business potential and a strong fit with the existing BI roadmap. This gave the team a concrete starting point for implementation instead of a broad list of AI ideas.

The process also helped build internal knowledge and alignment around AI. By working in co-creation, the organisation strengthened its ability to assess, develop and scale future AI applications more independently.

Want to identify where AI can create the most value in your organisation?

The opportunities with AI are growing quickly. But which use cases are genuinely relevant to your organisation? Which are feasible, and where should you start?

With our AI Opportunity Scan, we identify the opportunities together, assess them based on value, feasibility and key requirements, and develop the most promising use case in more detail.

Would you like to strategically integrate AI into your business?

Reimer is happy to discuss how we can help you get started pragmatically.

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