Booking.com’s technology chief, Rob Francis, has suggested that the typical hotel search results page will be replaced by “adaptive content,” which will render pages uniquely, dependent on the intent of the search query. During the Skift Future of Lodging Forum, Francis indicated that large language models like ChatGPT are able to capture search intent more effectively than simple filters, and could be used to produce hotel results pages that change their layout dependent on the type of searcher, such as a couple, family, or businessperson. Booking.com has an advantage in implementing AI successfully because it has vast amounts of data at its disposal, with 900 million rooms sold in 2022 alone. While Booking.com is already using machine learning for fraud prevention and image verification, it is considering the best ways to incorporate AI-based adaptive content.