Expedia has identified potential risks from generative and agentic AI in its latest 10-K annual report, highlighting that such technologies may alter competition in the travel sector. This marks a change from previous filings, as the company now categorizes "companies offering AI agents" as direct competitors, reflecting a growing trend where consumers might prefer AI-driven platforms for travel planning over traditional search methods.
During a recent earnings call, CEO Ariane Gorin emphasized the company's commitment to integrating its brands into major generative AI platforms. She noted that AI-driven interactions, while currently limited, are being closely monitored for insights into changing customer behaviors.
Expedia is also enhancing its own offerings by introducing AI features across its products. Innovations include an AI agent on Hotels.com and tools designed to improve customer interaction through natural language processing. Gorin indicated that further details on these advancements would be shared later this year.
Additionally, internally, AI is assisting various teams at Expedia, improving efficiency in product development, inventory management, and customer service, leading to higher levels of self-service support. The company's strategies aim to leverage AI for comprehensive solutions from trip planning to booking.