Expedia Embraces Agentic Commerce to Fight Platform Disruption

Core Insights - Expedia Group is adapting to the rise of artificial intelligence (AI) assistants and agentic commerce by integrating these technologies into its services and enhancing its own platforms to attract travelers directly [1][2] - CEO Ariane Gorin highlighted that generative AI is creating new growth opportunities for the company, as it collaborates with major platforms to ensure visibility in AI-driven searches [2][3] AI Integration and Strategy - The company is actively experimenting with AI capabilities, gathering data and insights to improve brand visibility and understand evolving consumer behaviors [7] - Expedia is recognized as one of the brands developing agentic AI capabilities for Amazon's Alexa+ virtual assistant, indicating its commitment to leveraging AI in travel planning [3] Consumer Behavior and Trust - A report indicated that nearly 25% of consumers are comfortable allowing an AI agent to plan their travel, which is significant given the complexity of travel transactions [8] - Trust is emphasized as a critical factor in the travel industry, with the company providing verified reviews and responsive customer support to enhance customer confidence [10][11] Customer Engagement and Loyalty - The company is focused on delivering value and building trust with customers, which includes enhancing its loyalty program and ensuring reliable support during travel disruptions [9][10][11]