Umberto Ghio, CTO of SIAS, one of Italy’s leading technology companies in the business travel sector, will present NORA AI, an intelligent agent developed when the concept of AI agents was still in its early stages. For years, SIAP has worked with some of the most important Travel Management Companies and business travel operators in Italy, developing platforms that manage complex booking processes, corporate policies, and business travel operations. NORA was born from a real industry need: simplifying and automating the management of corporate travel requests. During the talk, Umberto will share the development journey of the agent — from early misunderstandings in natural language processing to surprising capabilities, such as interpreting images and ambiguous user requests. Today, NORA is already used by international TMCs and companies across Europe, where it supports travel managers and operators in handling travel requests while ensuring compliance with corporate policies. The session will explore what it truly means to bring an AI agent from theory into real-world production, concluding with a broader reflection on the future: if intelligent agents become everyday work companions, how can we design effective collaboration between human and artificial intelligence? A practical story about how agentic AI is already transforming the business travel industry.
