Phunware Appoints Dmitry Kroshka CEO to Lead AI Platform Strategy

Why It Matters

The AI‑driven 2.0 platform positions Phunware to capture rising demand for personalized guest services, unlocking higher ancillary revenue for luxury resorts and expanding its foothold in hospitality technology.

Key Takeaways

• Phunware launches AI-driven 2.0 platform for real‑time guest experiences.
• New CEO Dmitry Kroshka brings 20‑year hospitality and SaaS expertise.
• 2.0 links physical movement with purchase data to boost ancillary revenue.
• Itinerary planner will personalize schedules based on guest preferences.
• Early pilots target luxury resorts in U.S. and Caribbean markets.

Summary

Phunware Inc. announced the appointment of Dmitry Kroshka as its new chief executive officer, signaling a strategic shift toward an AI‑centric product roadmap. Kroshka, a veteran of hospitality, SaaS and advertising, will steer the company’s “2.0” platform that blends location‑based services with real‑time data.

The 2.0 suite builds on Phunware’s existing beacon technology to map complex resort layouts and deliver navigable paths for guests. By linking physical movement with purchase history and interest signals, the platform can surface targeted content and enable on‑site transactions such as cabana rentals, early arrivals, and late departures, driving ancillary revenue.

Kroshka described the upgrade as “connecting the dots,” noting that early customer feedback made the itinerary planner—a personalized schedule generator—an obvious next step. He called the timing “kismet,” citing pilot deployments at several marquee resorts across the United States and Caribbean.

If successful, the AI‑driven experience could reduce staffing burdens, increase guest satisfaction, and open new monetization channels for luxury properties. For Phunware, the rollout offers a pathway to differentiate in a crowded hospitality‑tech market and attract larger contracts.

Original Description

Phunware Inc. CEO Dmitry Kroshka joined Steve Darling from Proactive to discuss his appointment as the company’s new Chief Executive Officer and outline Phunware’s next phase of AI-driven growth.

Kroshka previously served as a senior advisor to Phunware beginning in October 2025, where he worked closely with the company on growth strategy, product direction, and development of its next-generation Guest Intelligence Platform. In his new role, he will lead Phunware’s “2.0 Strategy,” focused on transforming the company’s mobile, location-aware, and customer engagement capabilities into a unified AI-enabled platform designed for complex physical environments.

Kroshka brings more than 20 years of experience spanning artificial intelligence, hospitality technology, SaaS, digital media, marketing technology, and consumer platforms. His career includes leadership and advisory positions with companies such as Oracle, FCB Global, FOX Digital Entertainment, and several venture-backed technology firms.

Phunware also announced that it has engaged Build Something Product Group to help guide its product strategy and rollout of Product 2.0. The consultancy was founded by Michael Cerdá, whose previous product leadership experience includes Disney+, Marcus by Goldman Sachs and the Apple Card initiative, as well as Facebook Newsfeed.

Under the engagement, Cerdá will serve as Phunware’s senior product leader while BSPG embeds additional AI-focused product and engineering specialists within the company to accelerate development and commercialization efforts.

The leadership changes come as industries including hospitality, healthcare, and large-property operations increasingly seek integrated platforms capable of combining mobile engagement, indoor location intelligence, behavioral analytics, and real-time AI personalization.

Management said Phunware’s 2.0 Strategy is designed to move beyond traditional CRM and hospitality software systems by helping operators understand not only who their guests are and what they have done, but also what they are doing in real time while on property — enabling faster, more personalized engagement and decision-making.

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