Greg Baird, Associate Director, AI Commercial Development

Greg Baird is at the forefront of the AI revolution in travel media, serving as one of the industry’s first leaders in AI Commercialisation. By externalising Tripadvisor’s unmatched dataset of 1 billion+ reviews, Greg has spearheaded world-first innovations that reimagine how brands and consumers interact. His leadership has delivered groundbreaking tools like the world’s first Branded Assistants for partners like Visa and Abu Dhabi, Tripadvisor Highlights (AI-led social storytelling videos built on human review sentiment), a map-first monetisation platform that disrupts the "mapping tax" by turning static maps into conversational, revenue-generating assets for developers and publishers worldwide and an AI Discovery framework, which prepares global brands for the shift toward AI-driven search through AEO and GEO optimised Branded Content on the world's most cited travel site by LLMs. Greg’s work doesn't just use "smart tech"—it defines a new era of utility-led advertising that delights travellers and delivers measurable business impact.