Asif Alidina is the founder and CEO of Inntelo AI, which made history in 2025 by launching the UK’s first AI Concierge, combining conversational and agentic AI to talk to guests and transform hotel operations. A specialist in hotel technology, Asif has led hospitality innovation for over a decade. Since 2012, he has driven go-to-market strategies for leading hotel and FM tech solutions. In 2020, he created an award-winning guest experience platform supporting contactless service during the pandemic. A strong advocate for ethical AI, he champions privacy-first, model-agnostic solutions that improve working conditions without replacing people.