Booking CEO: Building the AI Travel Agent Isn't the Hard Part

Booking Holdings CEO Glenn Fogel said at the Skift Global Forum in New York City that building an AI travel agent like Instinct wouldn't be that hard, but the real challenge is establishing trust. He argued there is more to travel than handling the transaction, and that travelers want to deal with real people when safeguarding credit card details and other sensitive information. Booking Holdings is still moving forward with AI initiatives, including its ad deal with OpenAI and integration on Google.