“Attention all DMOs: Do you have an AI policy yet?” Janette Roush, SVP, Innovation and Chief AI Officer at Brand USA asks the question and provides one answer.

“This is the policy for Brand USA. It’s heavily influenced by Roxanne Steinhoff and Kara Franker, JD, CDME’s work for the AI Opener for Destinations program where I serve as an expert advisor (contact GROUP NAO and Miles Partnership to learn more).

Our policy won’t look like yours – your organization will have its own vision, views on transparency, approach to working with third party IP, etc.

While recording a podcast (Destination Discourse!) with Stuart Butler, Adam Stoker and Vimal Vyas, we thought it would be helpful to create a library of AI policies for the industry to use as a reference. So please – DM me or share a link in the comments so we can create this resource.

Why does your organization need an AI policy?

✅ Gives staff confidence to play with AI
✅ Protects your data and systems from risks of BYOAI / “shadow AI”
✅ Protects your organization from reputational harms of poorly vetted AI outputs
✅ Enables your DMO to share learnings and benefit from AI more quickly

Need help with your policy? I’d love to talk with you (note that I’m not a lawyer and can’t provide legal advice).

And as a side note – ChatGPT-o3 created this PDF for me. 4o was confused by the request, but as a reasoning model with access to tools, o3 rendered everything to my specs after about six iterations. I honestly had no idea this was possible – so keep testing your ideas with AI to see if they might work. These systems are updating constantly.