In an environment where customer experience is a critical factor, Artificial Intelligence has established itself as a key enabler for operational efficiency. This session will present the case of SIMON AI, a conversational assistant developed in-house by On Vacation, which transformed the traditional customer service model in the tourism sector. Thanks to integrations with APIs and core systems, SIMON AI has significantly reduced operational burden, optimizing processes and increasing customer satisfaction. We will share the initial challenges, the strategy for implementing AI in a secure and scalable manner, and the impact achieved on critical KPIs. Finally, we will show how this approach, although originating in tourism, can be adapted to different industries to drive intelligent automation, improve customer experience, and generate competitive advantages.