In a hospitality world racing toward efficiency, the soul of service risks becoming collateral damage. This talk invites hoteliers, technologists, and designers to reimagine AI not as a tool for mass automation but as a medium for deeper personalization. We'll explore how today’s systems often confuse segmentation with true personalization—and why guest experience suffers when algorithms generalize what should feel intimate. This session offers a framework for designing AI that doesn’t just handle logistics, but helps build relationships. It’s a call to create systems that learn more than preferences—they learn people. Because the future of hospitality won’t be won by those who automate best, but by those who personalize most meaningfully.