Amex Horizon
Smart financial management.
Exclusive membership. Insights. Experiences.
Smart Partnerships: Beyond Transactions
Our Vision
Amex Horizon isn't merely another chatbot—it's a sophisticated Multi-Agent System (MAS) that fundamentally transforms how American Express serves its Card Members. This autonomous platform proactively curates, plans, and secures bespoke lifestyle experiences before members even realise they need them.
Horizon evolves the Amex app from a retrospective transaction management tool into an intelligent cognitive partner. It anticipates needs, crafts personalised experiences, and seamlessly orchestrates every detail through your premium partner network.
Problem Statement: The Luxury Logistics Burden
Time is premium card members' most valuable asset.
Choice Overload
Coordination Chaos
Value Anxiety
Luxury shouldn't feel like work.
An Engine for Growth, Productivity, and Protection
Driving Growth
Creates unique, high-value experiences driving spend through your closed-loop network. Deepens Card Member relationships, strengthens partner ecosystems, and generates premium revenue streams.
Boosting Productivity
Supercharges internal Concierge teams whilst saving members' most valuable asset: time. Automates complex research, enables human-AI collaboration, and scales premium service delivery.
Ensuring Protection
Built on trust foundations with proactive security and compliance integration. Reinforces brand promise, prevents fraud proactively, and ensures regulatory compliance.
Horizon in Action
Horizon quickly creates luxury experiences.
Scenario
"For our anniversary next month, we want a romantic European trip that includes great wine and sustainable options."
How Horizon Works
1
Understand Needs
Analyzes preferences, history, sustainability goals.
2
Coordinate Experts
Connects with specialists for top destinations and experiences.
3
Present Options
Offers tailored choices with instant booking.
4
Seamless Booking
Handles all details through partners.
✨ Tuscan Wine Country Experience
- Private villa at Castello di Casole
- Private vineyard tours with sommelier
- Carbon-neutral luxury rail transport
- Michelin-starred restaurant reservations
- Value: $8,500 | Rewards: 425,000 points
Horizon: Redefining Luxury
Exclusive Access & Benefits
- Unique experiences.
- Crafted for the best.
Smart Concierge
Anticipates Needs
We know what you want.
Premier Partners
Access exclusive places.
Global Coordination
Easy planning worldwide.
Tailored Recommendations
Suggestions match your taste.
Membership Benefits
- ✨ Priority Access
- ✨ Handpicked Experiences
- ✨ Effortless Planning
- ✨ Global Recognition
Beyond Traditional Concierge
Horizon anticipates your aspirations. We craft experiences that elevate your story.
The Growth Engine: From Data Insight to Revenue Generation
Transforming Closed-Loop Data into Unforgettable Experiences
Horizon leverages American Express's unparalleled closed-loop data ecosystem to create hyper-personalised, instantly bookable itineraries. The system doesn't just understand transaction history—it predicts future desires and curates experiences that align with Card Members' values and aspirations.
Example: When a Card Member mentions sustainable travel interest, Horizon autonomously designs a complete Costa Rican eco-adventure featuring partner eco-lodges, Amex-affiliated local guides, and carbon-offsetting options purchasable with Membership Rewards points.
This approach drives significant, high-margin spend whilst increasing partner value and creating unparalleled loyalty. By transforming raw data into unforgettable experiences, Horizon positions American Express as the indispensable lifestyle partner for affluent consumers.
The Productivity Supercharger: Automating Complexity, Freeing Humanity
Human Concierge Today
Spends hours researching complex trips, managing multiple vendor relationships, and coordinating intricate details manually
AI-Enhanced Efficiency
Generates robust, researched itineraries in seconds, enabling focus on high-touch relationship management and exceptional service delivery
Enhanced Member Value
Card Members save countless planning hours whilst receiving unprecedented personalisation and attention to detail
- AI tools increase productivity by 66% (McKinsey, 2025).
- Multi-agent AI improves success rates by 30% (Bain & Company, 2025).
- Horizon boosts efficiency while keeping American Express's personal touch.
Research demonstrates that dynamic, parallel tasking systems reduce execution time by 21-33%. Horizon amplifies this efficiency whilst preserving the premium, human touch that defines American Express service excellence.
AI Security: Building Lasting Trust
Security Architecture
Horizon's architecture prioritises security and reliability from inception. The system transforms traditional reactive fraud prevention into seamless, proactive service delivery.
Proactive Security Intelligence
By understanding Card Members' travel intentions, Horizon pre-authorises spending in specific regions, eliminating transaction friction whilst maintaining security integrity.
MACI Framework Integration
Our system employs dedicated Constraint Validation and Compliance Agents, ensuring every recommendation is desirable, safe, feasible, and compliant—overcoming traditional LLM reliability limitations.
Why It Matters: Gaining a Strong AI Advantage
01
Brand Evolution
Transforms American Express from "the card you pay with" into "the indispensable partner you plan your life with”.
02
Unique Strategic Position
Whilst fintechs build slick apps, none possess the closed-loop data, elite partner network, and trusted brand required for true cognitive concierge services
03
Valuable Data Assets
Generates proprietary "experience graphs" providing unprecedented understanding of Card Members' future intentions and lifestyle aspirations
Horizon protects American Express's value, building lasting competitive advantages in financial services.
Horizon: Agentic Network
State-of-the-Art Multi-Agent System
Horizon's architecture uses advanced autonomous systems, built on two fundamental pillars:
Strategic Planning (MACI)
Meta-Planner analyses user goals to generate robust, constraint-aware strategic plans, defining necessary roles and dependencies for logical, comprehensive solutions
Efficient Execution (DynTaskMAS)
Dynamic Task Graph Generator decomposes plans into parallel subtasks, whilst Asynchronous Parallel Execution Engine schedules across specialised agents for maximum efficiency
The Competitive Landscape: American Express's Strong Position
Data Control: The Closed-Loop Advantage
Amex uses a 3-party "closed-loop" system. This offers full transaction visibility, unlike 4-party models.
Market Advantages
76%
of companies use AI in a key business area.
1%
of leaders reached peak AI, creating early advantages.
46%
of finance leaders report strong AI returns.
Horizon's Advantages
Full Card Member understanding via exclusive data.
Exclusive global partner network for easy reservations.
Trusted relationships with high-net-worth clients.
Expert regulatory compliance.
Strong Competitive Advantages
Complete Data
Full transaction details.
Exclusive Partnerships
Established luxury relationships.
Client Trust & History
175-year legacy.
Regulatory Expertise
Deep compliance knowledge.
Citations: (Klover.AI, McKinsey, Deloitte)
Live Use Case: Montreux Lakeside Retreat
"My schedule changed. I need a special Swiss trip by train, with a calm lakeside setting and excellent food."
1
MACI Meta-Planner
Designs unique trips: travel, hotels, food, activities.
2
Parallel Agent Execution
- Logistics Agent: Books train travel.
- Partner Agent: Selects Fine Hotels + Resorts.
- Experience Agent: Finds top lakeside restaurants.
3
Optimal Solution
Montreux train trip, Fairmont hotel, lakeside dinner. Quickly arranged.
Horizon uses Amex's network to create perfect Card Member experiences.
Implementation Roadmap: Delivering Value
Phase 1: Internal Pilot (3 Months)
Deploy Horizon as productivity enhancement tool for existing human Concierge teams, validating AI-human collaboration models
- Measure efficiency gains
- Refine agent capabilities
- Establish success metrics
Phase 2: Beta Rollout (6 Months)
Launch beta feature in Amex app for Centurion and Platinum Card Members, gathering data from most valuable user segment
- User feedback collection
- Experience optimisation
- Partner integration testing
Phase 3: Scaled Integration (12+ Months)
Full rollout with tiered access based on card level, becoming core component of Amex digital experience
- Mass market deployment
- Feature differentiation
- Revenue optimisation
Partner to Shape the Future of Premium Service
- Horizon aligns with Amex goals: growth, efficiency, and security.
- Our expert team, with deep AI technical expertise, is ready to deliver.
The Opportunity: Winning this hackathon starts a strategic partnership to co-create a pilot project based on our Phase I roadmap.
- This is a key evolution for premium financial services.
- Horizon positions Amex at the AI forefront, creating Card Member value and competitive advantages.
Together, we redefine premium financial services with AI.