Expedia is building tools to compete on the major LLMs, but it also wants to get the message out that they can't really be trusted for a transaction as important as a family vacation or a business trip.

Travelers need certainty (on Expedia), not plausibility (on the LLMs).

Expedia thinks it can take advantage of travelers' hesitancy to trust the LLMs with major purchases.

AMADEUS + SKIFT

Artificial intelligence in travel is moving beyond experimentation. Now, the real challenge is scaling it across the industry’s complex systems. The companies that integrate inspiration, booking, and service successfully will define the next phase of competition.

The travel industry is moving from AI experimentation to execution, with real impact across distribution, operations, and customer experience. The Skift Data + AI Summit returns June 3 in New York City, bringing industry leaders together to share the next wave of AI applications and data strategies shaping travel.

AI is becoming the new front door to travel, and consumer behavior is moving faster than most companies can keep up.

In this Skift Take Sessions episode, ⁠Wil Slickers⁠ sits down with Skift Head of Research ⁠Seth Borko⁠ to break down what matters most from Rafat Ali’s Skift Global Forum conversation with Sierra AI CEO Bret Taylor, who also chairs the OpenAI board.

How are public travel tech companies performing around the world? The Skift Travel 200 pulls the data you need to know to understand the market. Paid subscribers get full access here.