This document discusses the growth of data and artificial intelligence. It begins by showing data growth from 2005 to 2020, highlighting how data is growing exponentially. It then discusses how AI is being applied in various industries like travel. The document is divided into three parts. Part one discusses data and AI trends. Part two discusses using AI and data for transparency, foresight, and augmentation in tourism. It provides examples of using AI to predict tourism patterns and augment human stylists. Part three discusses reframing control points around data, algorithms, and skills. It advocates using design thinking and a multidisciplinary approach to develop responsible and human-centric AI.