Ewout Steenbergen stated Thursday, at the Goldman Sachs Financial Conference that Booking Holdings will gain an advantage in travel by using agentic artificial intelligence.
Booking is developing agentic AI, which it believes will be more personalized than the agentic models being developed by large language models such as ChatGPT. Agentic AI takes actions instead of answering questions. For example, it can book a flight or change a reservation.
Booking is already in partnership with AI powerhouses like OpenAI. Microsoft, Google. Amazon. and Salesforce. Steenbergen, however, said that Booking’s goal was to create a more customized version of the agentic experiences than the other companies and to keep customers coming to the platform.
“And if it is possible to get an experience which is at least as good as the LLMs and maybe even more personal
