Summary
Susan Jones and James Waters explain that scaling AI is less about access to models than changing how employees and customers trust, learn, and use new tools. Diageo’s virtual content studio focuses on brand-relevant, regulator-safe content with humans deciding final output, while Booking.com is building AI travel capabilities cautiously because only 6% of surveyed consumers trust AI to make travel decisions.
Key Topics
5 key topics from Susan Jones, James Waters and Dasha Afanasieva at HumanX Amsterdam 2026. Thicker branches were mentioned more often in the talk.
Deploying at Scale: The True Cost of AI
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Key Takeaways
- Build trust before pushing AI into high-stakes customer decisions.
- Keep humans responsible for final brand and market decisions.
- Use AI as a creativity springboard, not just a cost cutter.
- Dedicate expert teams to train and support wider adoption.
- Make new AI tools easier than existing workflows.
“If you make the new tool easier to use than what came before, they will use it.”
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