Booking.com said generative artificial intelligence is providing it with a much better view of traveler intent.
Matthias Schmid, senior vice president of accommodations for the online travel platform, said the company now has a “much better understanding” of who the customer is and can surface more relevant hotel content as a result.
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Schmid, who was speaking during a session at ITB Berlin this week, said the technology “is not an evolution, it is a revolution” and that Booking.com is “at the forefront and well positioned” to apply generative AI.
He said the company has been using machine learning for more than a decade and has hundreds of models in place with use cases including making offers more relevant, language translation, pricing and fraud detection.
Booking.com divides generative AI into three different buckets, he said. The first…
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