In this episode of Field Notes, host Eric Hultgren sits down with Mike Yates, Senior Product Designer at Teach for America’s Innovation Lab, to explore the evolving role of AI in marketing—specifically in the travel industry. Mike shares his perspective on "dexterity over literacy", emphasizing the importance of hands-on experimentation with AI over theoretical knowledge.

The conversation dives into key topics such as:

• How AI in education parallels its use in travel marketing.
• The hidden yet powerful influence of AI on consumer decision-making.
• Why brand experience matters more than ever in an AI-driven world.
• The myth of the "frictionless" travel experience—when adding friction can actually improve engagement.
• How AI-powered recommendation engines like TikTok and ChatGPT are reshaping how consumers discover and book travel.

Mike also discusses his approach to AI curiosity—including debating with AI models and testing their predictive capabilities—to help marketers understand how to use these tools effectively before they become invisible yet essential parts of our daily lives.

Tune in to gain actionable insights on how AI is shaping the future of travel marketing and why embracing AI dexterity is the key to staying ahead.