Question 1

What is the Agents of Change?

Accepted Answer

The Agents of Change program is dedicated to advancing AI literacy in the tourism industry. Janette Roush shares the AI tools and frameworks her team uses at Brand USA, so destination marketers can put them to work in their own organizations.

Question 2

Who leads the Brand USA AI initiative?

Accepted Answer

Janette Roush, SVP, Innovation and Chief AI Officer at Brand USA, leads the Agents of Change program and the Brand USA innovation team.

Question 3

Can I book Janette Roush as a speaker for AI in tourism?

Accepted Answer

Yes! Janette Roush and the Brand USA innovation team are available to present AI findings to industry partners and stakeholders. Visit thebrandusa.com/requestspeaker to view speaker availability.

Question 4

What AI frameworks does Brand USA teach for destination marketing?

Accepted Answer

Brand USA teaches several AI frameworks including: the CRIT Framework (Context, Role, Interview, Task) for effective AI prompting, Model Context Protocol (MCP) for connecting AI to trusted data sources, Custom GPTs for tourism workflows, and AI governance best practices for DMOs.

About Agents of Change

Educational Outreach