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technology22h ago
Agentic AI in travel: Technology readiness and consumer trust
- Industry leaders at ITB Berlin say agentic AI in travel could reshape the journey, but readiness varies across players.
- Google's James Byers warns that travel differs from retail, so early AI changes may be gradual.
- Byers says empathy is needed in the ecosystem as standards develop but budgets remain tight.
- Booking.com’s James Waters says trust will dictate AI success, beyond AI itself to info and security.
- Sabre’s Garry Wiseman advocates applying AI holistically across product lifecycles.
- Skyscanner’s Piero Sierra cites complex airline pricing as a key AI challenge.
- The industry panel discussed Universal Commerce Protocol as a standard for AI agents.
- Executives see a need to reuse effective blocks and build a foundation from current tech to future AI travel.
- Travel industry leaders stress the need for trustworthy information and secure payments.
- Panelists emphasize that AI-native travel requires balancing innovation with consumer confidence.
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