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In yesterday’s conference, tech innovator and thought leader Charles Reed Anderson shared compelling insights on how the travel retail sector can leverage cu tt ing-edge technologies to meet evolving expectations. Tech with purpose: a human-centric approach to innovation T ech with purpose was the theme of a truly engaging address to yesterday’s TFWA Asia Pacific Conference by Charles Reed Anderson, tech industry innovator and Host of Techburst Talks. He emphasised a human-centric approach and the importance of choosing the right tools in an age where technology often overshadows intention. “We have the technology to radically reshape how we work, live, and play,” he shared. “So why aren’t we using it to its full potential? Too often, our industry overhypes the promise, oversimplifies the execution, and underdelivers the results – especially with emerging technologies like 5G and AI. We push innovation for its own sake and lose sight of the real point: technology should serve people. My mission is simple – cut through the jargon and bring clarity. I want to help people not just understand what’s possible, but also what it really takes to make transformation happen.” The first step isn’t to dive into the technology – it’s to define the human outcomes you want to create for your customers. “The goal isn’t just to inform them, but to truly engage them,” said Anderson. “When we do that, we build the kind of irrational loyalty that reshapes customer relationships and elevates brands. The good news? The latest wave of emerging tech – especially Gen AI – is built to support exactly that. It’s not about replacing people or human interaction. It’s about enabling deeper human-machine collaboration to strengthen connections and create more meaningful experiences.” Today’s consumers increasingly value personalisation and immersive experiences and Anderson highlighted Doha’s Hamad International Airport as the most engaging he has experienced. “Their unrelenting focus on user experience is what consistently puts them among the world’s best. As a frequent traveller, I want to feel informed, engaged, and relaxed while moving through an airport. Doha nails that.” While embracing cu tt ing-edge tech, it is also important that the travel retail industry ensures a human-centric approach. “Start with the human outcomes you want to deliver for your customers,” Anderson emphasised. “When evaluating technologies and solutions, ask yourself: will this enhance the customer experience? If the answer isn’t compelling, you might be adopting technology simply because you can – not because it truly adds value. But customers aren’t your only stakeholders. Your employees are the ones who will need to adopt and work with this technology, and they must be brought along on the journey. That means not just explaining the benefits, but also ensuring they understand the risks and implications of the change. And once the technology is deployed, establish strong feedback loops – so you’re gathering insights not just from customers, but from employees as well. Companies often say their people are their most valuable asset. Involving them meaningfully in your tech initiatives is how you show it.” Gen AI is undoubtedly a transformative technology. People often talk about artificial intelligence as a way to replace humans with machines. But Anderson explained that Gen AI is di ff erent – it’s about human- machine collaboration. “Think of it as having your own expert personal assistant, available 24/7,” he said. “Gen AI isn’t just about replacing tasks – it’s about making them dramatically more e ffi cient. Complex business processes that once took weeks can now be done in days or even hours. Personal tasks that used to take hours? Now they take minutes. We’re still doing the same things – just smarter, faster, and with far less friction.” While technology has the potential to transform businesses, Anderson added that transformation is never easy. “Technologies like Gen AI are incredibly powerful, but they’re still evolving. The key is to move forward, but with eyes wide open, clear goals, and a healthy dose of caution.” Charles Reed Anderson, tech industry innovator and Host of Techburst Talks: “My mission is simple – cut through the jargon and bring clarity. I want to help people not just understand what’s possible, but also what it really takes to make transformation happen.” Tuesday 1 3 May 2025 8 T F W A D A I L Y