Ariane Gorin, CEO of Expedia Group, is testing artificial intelligence in every part of the company and watching closely to see how it evolves within the industry.
She said, “For all of you, this is a thrilling moment and we’re still in the early innings,” at The Phocuswright Conference in Phoenix, Arizona. Gorin said Expedia was one one of the first to introduce ChatGPT to its app — just to test how people use it.
“Today, we’re testing it in almost everything in the operations of the company whether it’s customer service, where most of us are seeing the most immediate return … or in product, review summaries, destination insights,” she said during the session on Center Stage.
Gorin said that the new AI tool Romie is also popular for trip planning. “We’ve found that people want to use it for trip-planning. They have questions about budgets, destinations and travel. Communication is less important.
AI has many applications in marketing. “Like large global companies we are marketing all over the globe, so how can you quickly test things in other countries,” she asked.
Expedia will also use AI to benefit its partners. This includes helping to improve descriptions for homeowners who join the platform or to assist advertisers with images.
The company is also evaluating how to optimize AI search. It’s still early days, but our relationships with the major search engines are solid. Gorin said,
“We’re keeping an eye on how search is evolving and how we can evolve with it.”
“I believe that building bridges and being aware of what’s happening in the world outside is how we’ll all grow, and do better things to help travelers.”
Gorin said that Generative AI will be used to plan travel in the future. “I’d just say it will be everywhere.” We need to test this everywhere. Some things will work while others won’t.
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