Generative AI has conquered one more group: Club Med. The company’s AI Gen strategy was initiated in March 2023. Since September, it has resulted in the first use cases, which are part of a progressive deployment policy.
For its first applications, the company is therefore taking advantage of its content and the multimodality of AI to generate new data, in particular text, sound and images. These uses more specifically target the areas of customer experience and task automation for employees with a view to improving operational efficiency.
More personalization and also automation
Club Med cites, for example, the automatic indexing and sorting of the more than 50,000 images in its database, as well as the translation of marketing content for its international clientele. For Quentin Briard, Managing Director of Global Marketing Digital & Technologies, the use of AI Gen responds to the desire to strengthen several strategic pillars.
And the manager lists “the individualization of our customer communications to the improvement of our recruitment processes, including the development of innovative solutions to intensify our CSR commitments.”
Internally, LLM models are also used in the software development sector. Club Med is thus exploring the axis of “modernizing existing software using generative AI to evolve towards more modern computer languages.”
The course is set and adoption will therefore take place gradually. The company specifies that it is currently in the framing and implementation phase of several LLM models. These will allow different use cases.
Different LLMs currently being implemented
Among the technologies deployed, in collaboration with the startup Allobrain, is Claude AI from Anthropic. The model was “trained on large sets of textual data” to generate text.
“At Club Med, Claude AI has been trained to provide personalized responses in real time, particularly to questions from our Travel Agency teams regarding our Resorts,” indicates the group Chief Data Officer, Siddhartha Chatterjee.
By the end of the year, the player plans to directly offer its customers, in some markets, the opportunity to interact with its conversational agent. The promise: to save them time in their research.
To preserve its positioning and image in terms of customer relations, Club Med also insists on the use of generative AI combining “customer consideration and growth”, but also ethics.
An ethics committee created to supervise
The group claims a so-called trusted AI approach. To demonstrate and ensure its commitments in this sector, Club Med has set up an ethics committee. It is chaired by a renowned AI researcher, Jean-Gabriel Ganascia.
“This committee must ensure consistency between ethical requirements and innovation,” the press release specifies. Trusted AI is based on several pillars, including that of data protection.
Club Med’s rich data assets must therefore be migrated to the cloud infrastructures of S3NS, a joint venture between Thales and Google Cloud (GCP). This choice of service provider provides hosting and encryption of data in Europe.
The company relies on other fundamentals for its AI strategy, such as the implementation of federated governance, a Data Factory (renovated in 2022) and the centralization of 2.1 billion data points (commercial , customers and operational operations owned).
This strategic asset that is Club Med’s data assets allows it to develop and train AI models adapted to its needs. This capital is enriched daily with more than 5 million new data – processed in near real time.