Summit County’s tourism economy may rely on artificial intelligence in the near future.

In a panel discussion as part of Fortune Brainstorm Tech, the AI- and tech-focused conference held at Montage Deer Valley this week, key executives representing Marriott International and Gensler, a global architecture firm, said the two companies have already partnered to streamline the design process and guest experience using new technologies.

Jordan Goldstein, Gensler’s co-chief executive officer, explained AI lets designers pitch, create and showcase ideas without needing to spend the time and money to build mockups. It also helps architects write narrative stories in pitch materials, allowing them to fully draw on the power of emotion early in the design process.

Artificial intelligence additionally makes it easier for architects to collaborate with clients, Goldstein said. Instead of providing a client with an initial draft, receiving feedback and adjusting the blueprint over a few weeks, the firm and client can use AI to make changes to a design with everyone in the room, fast-tracking the amount of time needed for revisions.

Marriott International’s Senior Vice President of Global Design, Kristen Conry, said artificial intelligence will also help with the overall guest experience in the hospitality industry. Essentially, as hotels implement AI to lower the amount of time employees spend on data entry, the more time employees will be able to dedicate to assistance and face-to-face interactions with guests.

However, Conry made it clear she doesn’t believe AI will ever fully replace human interaction. The goal of the technology is to free up time for employees and make their jobs easier so they can spend more time helping guests, not to eliminate human workers.

Conry specifically said she viewed the technology as a way to better communicate between guests and hotel staff, allowing employees to “find the right balance” of engagement and interaction while still meeting everyone’s needs.

Conry also said it’s possible that as AI becomes more advanced, hotels will be able to implement artificial intelligence in hotel rooms to provide more personalized experiences to visitors.

Summit County, particularly Park City, is reliant on tourism to its ski resorts and other outdoor recreational opportunities to fund its economy. Despite the focus on tourism, though, Park City has experienced a decrease in transient room taxes — taxes specifically earned through hotel stays and nightly rentals — since last year.

In June alone, the city saw a 21.7% decrease, or $37,050, in the amount of revenue earned compared to June 2024. Year-to-date, Park City has had a 2.4%, or $110,369, decrease in 2025.

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Industry experts specializing in technology, design, finance and health will descend on Park City next week to discuss how topics such as global supply chains, artificial intelligence, cybersecurity and quantum computing are shaping the future.

The event is part of the annual Fortune Brainstorm Tech, taking place Monday through Wednesday at the Montage Deer Valley. It will bring together investors, venture capitalists, banking executives, startup founders, global influencers and others on the Fortune 500 list to share their insight and perspectives on a range of topics.

This year’s agenda includes discussions about embracing agentic AI in the workplace and AI leadership; diverging regional approaches to regulation and trade; the next chapter for fintech, cryptocurrency and digital finance; unusual tech collaborating in national security; creating deeper connections through thoughtful, human-centered design; and technology’s role in utilities and climate solutions..

The 24th annual Fortune Brainstorm Tech will be the third consecutive year the event is held in Park City. It was previously held in Aspen. Utah’s reputation as a growing tech hub with a strong entrepreneurial community attracted Brainstorm Tech — the innovation hub of the global business magazine — to the area.

Among this year’s speakers:

• Noland Arbaugh, the First Human Neuralink BCI Recipient, on his journey from life-changing surgery to becoming a pioneer of neurotechnology.
  • Will include a live onstage demo where he’ll move chess pieces with his thoughts.
• Walmart U.S. CEO John Furner on how America’s largest retailer is reinventing itself for an AI-powered economy.
• OpenAI Chief Revenue Officer Ashley Kramer on the company’s pivot toward a more commercial future, and how it justifies its $300 billion valuation.
• Greycroft’s Dana Settle and GV’s David Krane on what it takes to build real, lasting businesses in the AI era — and how venture capital is evolving to meet the moment.
• Doordash CEO Tony Xu on how he is navigating automation, international expansion and a broader push into hospitality and retail.
• Lyft CEO David Risher on where the company is going next.

Other attendees include: GRAMMY Award Winner Wyclef Jean; Ramp co-founder and CEO Eric Glyman; Wndr co-founding partner Jeffrey Katzenberg; former NFL wide receiver and Chess.com investor Larry Fitzgerald Jr.; and CAA co-founder and Treville Capital Group chairman Michael Ovitz.

Sessions from the main stage will be livestreamed for free at fortune.com/article/fortune-brainstorm-tech-livestream-2025.

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