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Every Caribbean CMO is thinking about AI. Few are thinking clearly about what happens after the first pilot succeeds. Gartner’s 2026 Marketing Symposium opened with a warning that should reorder every regional marketing leader’s priorities: adoption has already happened, and the danger now is getting stuck in what the analyst firm calls the competency trap — the crowded middle stage where AI produces more output without producing more advantage.

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The vacation-rental giant is reporting measurable gains from AI, including a 16% decline in customer-support cost per booking, while using artificial intelligence to accelerate product development and improve discovery. But Airbnb has yet to disclose the investment required to generate those gains, leaving investors to distinguish genuine operating leverage from an increasingly valuable AI narrative.