With tech giants Microsoft and Google acquiring new artificial intelligence (AI) capabilities through their respective search engines, Skift asks how online travel agencies and other brands are implementing generative AI to keep up.
Some OTAs are already making “serious moves,” envisioning a future powered by AI. According to Skift, experts say that AI could help travel booking move away from the process of filling out forms in multiple web pages, toward a fully integrated process without as many steps.
OTA Hopper says that AI could be integrated in much of what that company does, such as improving automation and responses for common customer service requests through chat as well as “concierge-like services to recommend travel destinations” and “create personalized itineraries.” Expedia Group also shared a statement about AI opportunities, such as personalized trip planning and chatbots.
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