| This case study explores the critical success factors (CSFs) that drive the effective utilisation of artificial intelligence at tiket.com, an established online travel agency in Indonesia. Through in-depth interviews with key employees, this case identifies and describes essential elements that contribute to the successful deployment of data science initiatives, which are essential for enhancing operational efficiency and competitive advantage in the digital travel industry. This study explores how tiket.com leverages a problem-driven approach, cost–benefit analysis, data understanding, top management support, collaboration, communication, essential knowledge and skills, and operational agility to address specific business challenges and foster continuous innovation and customer-centric strategies. By analysing real-world applications and employee insights, this case highlights how tailored artificial intelligence strategies can significantly impact business outcomes, providing valuable lessons for the broader travelling and entertainment sector. |