On Monday, the artificial intelligence giant OpenAI introduced a feature that allows users to make purchases through ChatGPT, in partnership with Etsy and Shopify. This development is set to pave the way for a significant transformation in the travel industry, with experts predicting a “massively disruptive” tech update on how we book holidays.
OpenAI announced, “Users can now buy directly from US Etsy sellers right in chat, with over a million Shopify merchants, like Glossier, SKIMS, Spanx, and Vuori, coming soon. Today, Instant Checkout supports single-item purchases. Next, we’ll add multi-item carts and expand merchants and regions.”
This move is poised to disrupt the online commerce world, as ChatGPT’s 700 million weekly users will soon be able to shop directly through the AI interface without visiting other websites. This integration will give OpenAI considerable influence in e-commerce and generate significant revenue through fees from sellers.
Following the announcement, experts in the future of travel predicted a world where ChatGPT, or another similar large-language model, could achieve market dominance and evolve into a “super-app” — serving as a portal to every part of the internet.
Travel enthusiasts already use AI to plan holidays in great detail. However, the key difference in the future will be the ability to book an entire holiday with just a few clicks, without ever leaving the AI interface, experts say.
At the World Travel and Tourism Council (WTTC) summit in Rome on Tuesday, Bloomberg anchor Guy Johnson remarked, “That is a huge shift. That is a new model. That is massively disruptive.”
Gaurav Bhatnagar, co-founder of TBO.com, predicted that these changes would be positive from a customer perspective. “The quality of service will improve. You will need fewer people (as a travel company). From a customer’s perspective, it will be cheaper, easier to book, and the experience will be better,” he explained.
For travel companies, however, the impact will be even more profound. Bhatnagar suggested that when ChatGPT takes a customer to the booking stage, it might send the holiday plan to its clients and ask who wants to bid for the booking. “My guess is that ChatGPT wants to replace Amazon, Booking.com, to become the super app,” he added.
Paolo Benanti, president of the AI Commission for Information and a member of the UN Advisory Board on AI, shared a similarly optimistic view: “You would expect that an AI agent could arrange [travel] more accurately than a human can.”
The prospect of an AI revolution in travel has been developing for several years. At last year’s WTTC summit, similar predictions were made about how large language models could create personalized travel itineraries for holidaymakers.
Despite the potential, the travel and tourism industry faces challenges in adopting AI. These include a shortage of AI-skilled workers, limited AI infrastructure, and the absence of formal AI strategies in many business plans.
The WTTC has urged travel and tourism businesses to embrace AI as a strategic priority, urging heavy investment in talent to foster collaboration between humans and AI.
With these advancements, the way we plan and book holidays could soon be forever changed — making travel simpler, more efficient, and personalized through the power of artificial intelligence.
https://www.mirror.co.uk/travel/news/travel-experts-predict-holidays-soon-35990157