Friday, July 4, 2025

Irra Ariella Khi is the CEO and co-founder of Zamna, an award-winning AI-driven digital identity company transforming airport security and border control. As a serial entrepreneur, she has built and scaled multiple ventures across the tech sector, raising millions in investment and securing global partnerships. Beyond tech, Irra is the founder of Sunflower Relief, a humanitarian initiative supporting communities in Ukraine. She frequently speaks on AI, leadership, resilience, and breaking barriers, drawing from her experiences in scaling companies, navigating male-dominated industries, and balancing the demands of entrepreneurship while raising five children.

Phocuswright is not just about the conference itself; it’s also about who you meet in between the sessions. For example, just now at lunch, I sat next to someone and helped her with a travel investment query. Then, another person sat next to me, and it turned out I already knew someone they were working with. We ended up discussing a new deal. That’s the exciting part of being here in person – the networking and spontaneous opportunities.

Yes, in a moment, I’ll be speaking on stage about Zamna AI at Phocuswright. At Zamna, we provide airlines with a way to seamlessly verify passenger data without requiring any hardware, apps, or mobile devices. Our service is an infrastructure solution that is invisible to the end user. Zamna AI is truly one of the biggest and best companies you’ve never heard of.

The word I’ve heard the most at Phocuswright is “AI,” and rightfully so. However, it’s not just about the technology itself but how it’s being deployed and the specific use cases that make a real difference. Some AI technology is quite old, but what’s exciting is how we’re building products and services for the travel industry that work with legacy technology to fundamentally change the way we travel and move globally. That’s where the real impact lies.

Today, Zamna AI’s customers are primarily airlines, and our beneficiaries are governments and regulators who legislate travel rules. We operate similarly to regulatory bodies but with a focus on digital identity. In the future, I believe we’ll be the leading provider of global portable identity. The current issue when moving between countries is that you can’t take your trust with you—you essentially start from scratch every time you cross a border. With Zamna, we aim to not only enable seamless travel but also seamless trust for global citizens.

Anyone who has moved between countries knows the challenges of being a traveler, particularly the feeling of being “in between” borders. But when you want to live in a new country, you have to start from zero and prove your identity and trustworthiness—whether it’s for getting a mortgage, setting up a phone account, or even basic services. What we’re seeing now is a more global workforce with more travel and people staying in different countries for work. However, there’s no existing solution that facilitates these experiences and allows you to take your trust as a traveler with you. That’s exactly where we come in with Zamna. Our goal is to ensure that trust is portable so that global citizens can live anywhere they choose without needing to start from scratch.

Phocuswright Europe 2025, held from June 10–12 at the Palau de Congressos de Catalunya in Barcelona, brought together industry leaders to explore the transformative impact of Generative AI on the travel sector. Under the theme “The New Age(nts),” the conference delved into how AI and autonomous technologies are reshaping travel marketing, distribution, and in-destination experiences.

RateGain, a global SaaS company specializing in travel and hospitality technology, participated in the event, highlighting their commitment to AI-driven solutions. Mariana Gelardi, Vice President of Sales at RateGain, shared insights on the company’s AI-first approach and its role in the evolving travel landscape. She emphasized the importance of data in AI applications, noting that AI is nothing without data, and RateGain’s integration of these elements creates a perfect cycle of business.

The conference also featured discussions on the future of travel agents, with experts predicting a shift towards AI-driven personalized itineraries. Gelardi noted that travel agents already have a strong online presence through brand associations with specific keywords, which are increasingly being utilized by AI systems. She highlighted the need for hoteliers to adapt to these changes to remain competitive.

Phocuswright Europe 2025 served as a platform for industry professionals to engage with the latest technological advancements and discuss the future of travel. The event underscored the growing significance of AI in the travel industry and the need for companies to innovate and adapt to stay ahead in a rapidly changing market.

«Enjoyed this post? Never miss out on future posts by following us»