As AI evolves at a rapid pace, where does it fit in pub operations? How can it improve efficiencies and revenue, without compromising the humanity at the heart of hospitality? As more operators look to use and invest in AI tools this year, Australian Hotelier posed these questions to several experts.
AI has been front and centre of the cultural, technological and commercial zeitgeist for the last couple of years. ChatGPT has been used for everything from marketing copy to health advice, while other AI programs have been used to augment, enhance or doctor imagery – necessitating a new level of scrutiny as to what’s real and what’s not.
A lot of these applications are fun to experiment with and can create great debate, but there are some significant commercial applications to AI that businesses are now considering, looking to optimise efficiencies and streamline operations.
In a report from Duetto, a cloud-based revenue management software for accommodation hotels, resorts and casinos, 61.1 per cent of survey respondents said their tech spend was increasing in 2025, with AI given a 4.5/5 importance rating in revenue management.
While the report focused on much larger hospitality operations, publicans are also showing a keen interest in how AI can be used in their businesses. In Australian Hotelier’s 2025 Annual Industry Leaders Forum, Momento Hospitality CEO David Clifton noted that the group has begun using AI applications, and that he was keen on exploring further how the group could harness this technology.
“I’m very curious about AI and how that can help shape staff and customer experience – we have been working with Axify, an AI booking assistant across the venues with great results. We no longer miss any customer calls and it gives our teams the opportunity to get closer to the guests in venue which is a good thing,” Clifton stated.
“Like every sector globally I think we are going to see more and more ways AI is going to influence the hospitality industry.”
David Clifton, CEO, Momento Hospitality
Keeping up with advancements
Harnessing the power of supercomputers and amounts of data that are hard to fathom, AI technologies are evolving at speeds that are hard to comprehend.
Annette Verhoeff, a former pub operator and now owner of hospitality consultancy business Thrive Hospitality, has been a proponent for using AI as a marketing tool for a couple of years now, and in that time she’s seen the usage of AI in business shift dramatically.
“Initially, I used ChatGPT to help hospitality clients with basic tasks like content creation and social media planning. Now, working with more sophisticated AI like Claude, the applications are far broader. I use it daily for administrative tasks – crafting written content, creating action plans from meeting notes, summarising complex or long form communication, and even as an IT support partner to walk me through technical issues,” Verhoeff explained.
“But the real value comes from using AI as a thinking partner. When I’m working with operators on their business strategies or helping them navigate challenges, AI helps us explore different scenarios and solutions while staying grounded in practical reality. It’s particularly useful for comparing products or services, analysing options, and developing more thorough documentation.
“The biggest opportunities for pubs lie in how AI is being integrated into industry software platforms – from sales analysis and inventory management to rostering and even security systems. These tools are becoming more sophisticated in predicting patterns and automating routine decisions.”
At Quantaco, the hospitality financial experts and business advisors, the company is investing in AI learnings and development to facilitate real-time, back-of-house financial analysis within venues.
“Increasingly we will see AI help in forecasting sales, helping operators better plan their rosters and ensure staff supply matches anticipated demand,” stated Quantaco founder and CEO Anthony Sullivan.
“We are already heavily investing in this space and have an active partnership with the University of Sydney to make sure we are leveraging some of the sharpest minds on building a smart solution that not only uses history, but weather patterns, special events and a myriad of other influencing factors on revenue.”
Making time for more human interactions
Understandably, a huge question mark around the use of AI is what human operations, skills and interactions it replaces – particularly in a pub setting where human interactions are a foundational part of the experience of going to the pub.
But advocates for AI suggest that it will not replace human interaction or labour, but rather will increase the opportunities for more face-to-face interactions between staff and patrons. By taking on simple, time-consuming tasks, AI can free up humans to work on more creative and personable pursuits. The big winner? Guest experience.
“AI is transforming hospitality by optimising operations while elevating the guest experience. The key is leveraging AI to handle repetitive, time-intensive tasks—like managing phone inquiries and reservations—so that teams can be fully present during in-venue service,” stated Bianca Brady, co-founder and CEO of Axify, an agentic Voice AI for hospitality.
“This shift is crucial because the moment of service is when the guest’s wallet is open, and their experience directly influences spend. AI-powered guest profiling, for example, can provide real-time insights into preferences and past behaviours, allowing staff to personalise recommendations, upsell effectively, and drive higher check values.”
For venue operators considering if and how they can implement AI tools within their businesses, a mindset shift may be necessary.
“The key is understanding AI as a tool to enhance our work, not replace our expertise.”
Annette Verhoeff, Thrive Hospitality.
“It helps me work more efficiently and thoroughly, giving me more time to focus on the human-centred parts of the business.”
Looking ahead – how will we use AI in venues?
With AI evolving at speed, predicting how hospitality will use AI in a few months’ time – let alone the years ahead – can be difficult to predict. In the Duetto report, 86.1 per cent of operators suggested that predictive forecasting and demand analytics would be the main way AI would be used in their businesses in the near future. For venues with accommodation, 69.4 per cent said AI would help with dynamic pricing optimisation. Competitive business intelligence (58.3 per cent) was another huge factor.
Using AI within compliance measures is another adoption within pubs where operators are seeing benefits, as these tools become more sophisticated at discerning patterns.
“AI is showing up in a growing list of products and systems these days; for instance, many new CCTV NVR’s have AI capabilities including object recognition,” explained Auscomply founder and MD Jason Thomas.
“The proper application of responsible AI has the ability to drastically improve human productivity and business outcomes. We live in exciting times akin to the industrial revolution and space exploration.”
New to AI? Here’s what to consider
The Duetto report found that 61.1 per cent of operators would be increasing their tech spend in 2025. With AI being one of the forms of technology that businesses are looking to invest in, it can be a lot to wrap your head around.
Here’s what the experts suggest:
- Identify what AI can help you with: The Duetto report suggests figuring out what time-consuming, repetitive tasks AI can automate for you – whether that’s data analysis or pricing adjustments.
- Prioritise solutions focused on revenue management and guest experience: “Machine learning models can refine dynamic pricing strategies or suggest tailored promotions based on real-time demand patterns, maximising yield. Investing in AI that complements human service, rather than replacing it, will unlock both operational efficiencies and meaningful topline gains,” suggests Brady.
- Do your research: “Operators need to be circumspect. What’s marketed as ‘AI-powered’ is sometimes just good algorithms rebranded. The key is evaluating whether these platforms genuinely improve operations enough to justify their cost”, states Verhoeff.
Ultimately, for pubs, AI can viewed as another tool in a complex and dynamic commercial environment. The key to using AI effectively is to remember that it should not replace the human, hospitable elements that make the pub a favourite Australian third place. Instead it should make enhancing those human aspects even easier.
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