The article explores how major tech companies like Google, OpenAI, Expedia, and Microsoft are developing advanced “agentic AI” systems capable of planning and booking travel far beyond the conventional AI assistant roles. These new systems mediate between travelers and service providers, with the potential to autonomously negotiate, design itineraries, and deliver highly personalized travel experiences. The transition is one of the most significant shifts in the travel industry since the internet’s advent, promising greater efficiency and customization, but also posing potential disruption for traditional online travel agencies and intermediaries.
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