Sierra and OpenAI's Taylor on AI's Broad Impact on Travel

Bret Taylor, founder of Sierra and chairman of OpenAI's board, said at Skift Global Forum that AI agents can already handle the entire journey — booking, pre-arrival, in-stay and post-stay — as one continuous conversation. He criticized companies that route customers between departments, saying shipping your org chart should never happen in the world of AI. Taylor said the difference between marketing and service is just who initiates the conversation, and that every company's agent will eventually handle booking, onboarding, cross-sell and service as a single interface. He also said over-constraining AI produces worse results, and companies should set goals and guardrails instead of script…