Skift Take
There can be value in jumping into new business opportunities right away, especially for young startups. But for established companies like Booking.com, the slow and steady approach may be best.
A task force at Booking.com is dedicated to exploring how generative AI could be integrated into the platform, but just to be clear — the company is not rushing into anything.
“There's certainly a place for it at Booking.com. We're sure of that,” said Rob Francis, chief technology officer of online travel agency Booking.com, owned by Booking Holdings.
Intentional about not succumbing to the “frenzy” around the emerging type of AI, however, the company wants to avoid releasing technology before it is ready or has a real purpose, he said.
“We're certainly kicking the tires and seeing what sort of great experiences we could bring to our customers with generative AI. We see some opportunities already,” Francis said. “Right now, what's most pressing to me is to make sure that when we hit on the thing that's right, that we can do it incredibly well, while maintaining trust with our customers.”
Francis is scheduled as a speaker at the upcoming Skift Future of Lodging Forum in London on March 29.
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