notitur.com October 7, 2026
Artificial Intelligence1 min read

Amex GBT sells trust, and its AI gets audited for it

JSBy Joan SanzCurated by Joan Sanz. · October 7, 2026 · Follow on LinkedIn
Voice reading · ~1 min

Amex GBT is not just a software, payments and meetings company for business travel. It also sells trust. And its chief privacy officer has told Skift that its AI governance is built around that trust as a core asset.

The company reviews AI risk by putting protection of client corporate data front and centre. In its business, a failure by a tech vendor is not a headline: it is a direct operational problem for thousands of corporate travellers and for the travel management teams who answer to their own boards.

My read is that this approach should ring a bell for any hotel, OTA or airline pushing AI into its processes. Trust is not bought with a badge, it is earned by explaining what data you touch, why and with what limits. Those who do it rigorously will hold a commercial edge when the corporate buyer asks for guarantees.

Quick questions

Why does Amex GBT say it sells trust and not just software?
Because its business covers payments, meetings and corporate travel management, where clients hand over sensitive data. According to its privacy lead, that trust is the foundation its AI governance is built on.
How does Amex GBT review the risk of its AI tools?
By putting protection of client data at the centre of its governance framework. The company treats AI risk as an operational trust issue, not only a technical or compliance matter.
What does this have to do with a hotel or an airline?
That any travel business using AI handles passenger and corporate data. If it cannot explain what it does with that data and under what limits, corporate buyers will penalise it at the next renewal.
Is AI governance a cost or a competitive advantage?
It can be sold as an advantage. A clear risk review framework builds trust with corporate clients and opens commercial doors in tenders where data security carries growing weight.
What should mid-sized travel tech copy from this case?
Start by mapping what data enters each AI tool and who touches it. Then write a policy people can actually understand. Without that base, any generative AI promise collapses at the first due diligence.

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