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Sign InChoice Hotels International (CHH) has expanded its strategic partnership with Amazon Web Services (AWS) to integrate artificial intelligence across its entire enterprise. The company is now utilizing AWS AgentCore and generative AI specifically to optimize dynamic pricing models and enhance user personalization. In a parallel move to capture more market share, Choice Hotels launched new booking tools tailored for Small and Medium Businesses (SMBs). These developments triggered a positive market reaction, with the company's share price rising by 2.4%. This digital transformation aims to significantly bolster operational efficiency and long-term profit margins while reinforcing CHH's position as a digital leader in the hospitality sector.