---
id: "entity-ita-group"
type: "entity"
entityType: "organization"
canonicalName: "ITA Group"
source_timestamps: ["§ What Separates Leaders from Laggards", "§ A New Differentiator"]
tags: ["case-study", "events-industry"]
related: ["entity-maura-mccarthy", "entity-jason-katcher", "concept-digital-labor-governance", "claim-codified-judgment-compounds"]
sources: ["agentic"]
sourceVaultSlug: "hbr-seg-agentic"
originDay: 6
articleStem: "hbr-new-27-teach-ai-your-decisions"
sourceUrl: "https://hbr.org/2026/06/teach-your-ai-how-you-make-decisions"
sourceTitle: "Teach Your AI How You Make Decisions"
---
# ITA Group

**Profile.** A global events, incentive, and recognition company (canonical: itagroup.com).

**Role in the source.** A primary case study for learning to govern digital labor and codify judgment. Their early attempt to build an AI agent for air-travel booking revealed that the challenge was defining agent boundaries (cost vs. experience optimization, exception handling) rather than technical building. They shifted their operating model to let business experts shape agent behavior directly — driven by COO [[entity-maura-mccarthy|Maura McCarthy]] and CIO [[entity-jason-katcher|Jason Katcher]], with support from the CEO and CFO.

**Why it matters.** Their trajectory demonstrates [[claim-codified-judgment-compounds|compounding returns]]: the first 6-7 months of codifying judgment were slow, but the process eventually accelerated, shrinking development timelines from months to weeks. Illustrates [[concept-digital-labor-governance]] and the lesson captured in [[quote-pairing-expertise-with-ai]].