Sirma launches connected AI agents for hotels as h2c reports adoption gap

Sirma has launched connected AI agents aimed at hotel operations, and the timing lines up with what h2c's AI Opportunity Study 2026 just reported: 70% of hotel chains see proactive AI agents as a key innovation area. The study, based on 122 responses from 113 chains, also flags the two usual suspects holding things back, skills gaps and integration challenges.

My read: the interesting part here isn't another AI tool landing in hospitality. It's the word "connected." Most hotels today run AI in silos, one bot for the front desk, another for revenue, a third for F&B, none of them talking to each other. If Sirma actually wires these agents into the PMS, the CRM and the channel manager, that's where the operational value shows up. Otherwise we're just stacking dashboards.

The barrier h2c identifies is real, and it's not a technology problem. It's a people and process problem. Hotels that invest in training their teams to work alongside these agents will pull ahead of the ones waiting for a plug-and-play solution that doesn't exist yet. My bet: the chains that treat AI adoption as an internal capability project, not a vendor purchase, are the ones who'll actually see ROI this year.