One of Amazon Web Service’s (AWS) top executives has warned that AI has the potential to be even bigger than the advent of cloud computing.

The remarks were made at ITB Berlin 2025 by Tedd Evers, global partner leader for travel and hospitality at AWS. He said that the lack of physical infrastructure needed for AI onsite within hotels was one aspect that would encourage the lightspeed adoption of the new technology.

Evers said that cloud technology had led directly into the new AI age, saying that much of it was not new advancements, but merely a continuation of previous trends.

He added: “A lot of the AI trends we’re seeing have been unleashed through the adoption of cloud technology. When you speak about agents and AI, there are so many changes in such a small amount of time that it’s easy to get lost. But a lot of machine learning is not new; at Amazon, we’ve been using it for more than twenty years.”

He went on: “A lot of AI and machine learning was in giving out analysis, but this new generative AI is about producing content. The next development, agentic AI, will see the enablement of semi- or fully autonomous agents to carry out a task for consumers. The question is whether we are going to see that for hotel bookings?”

Evers was speaking to Ulrich Pilau, CEO and founder of Apaleo. Pilau pointed out that, in 2025, many of the administrative functions of a hotel are still being carried out in back offices and on paper.

In response, Evers said: “It’s not just about automating tasks but making the experience better through personalisation. You’d be surprised by how many communications that go out with just changing the name at the top of the latter. Companies need to leverage that data to get a better view of their customers—that should be their top priority.”

Evers added: “With generative AI, you can ask it how to use it if you don’t know. If you want to get a better response, you can ask it how to do that. And it will respond!”