Using AI Without Losing Our Soul (or Our Traffic)

As AI reshapes how travelers discover destinations, Visit Milwaukee chose innovation rooted in authenticity. This session shares how we launched Ask LeRoy, an AI-powered AR guide featuring Hall of Famer LeRoy Butler, while using AI to enhance partner listings and pairing it with human-led storytelling. The result: a 10% YOY increase in web traffic in 2025, bucking national trends.

Takeaways: 

• Website   Strategy: How to integrate AI into your destination website in ways that   improve discovery, user experience, and performance without sacrificing   control or clarity.
• Brand Storytelling: How to pair AI innovation (like Ask LeRoy) with   human-led, place-based storytelling to protect brand voice, deepen   engagement, and drive measurable growth, including a 10% YOY increase in web   traffic.
• Pitfalls to Avoid: Common mistakes destinations make when adopting AI, from   generic chatbot experiences to misaligned KPIs, and how to avoid undermining   trust, traffic, and authenticity.