Tripadvisor Will Have to Confront the Power of Generative AI, for Better or Worse

Can you imagine an easier application for generative AI than creating travel itineraries and in-destination tour plans, in particular? One way or another, Tripadvisor will have to deal with this emerging technology because it runs square into the company's evolving turnaround strategy.

During Tripadvisor's fourth quarter earnings call Wednesday, CEO Matthew Goldberg said an emerging strategy for the company's core business would be to leverage its trove of reviews and data, and create a differentiated product, including new tools and personalized recommendations for travelers before and during their trips to increase direct engagement with the company.

A financial analyst asked Goldberg the implications of generative AI sourcing Tripadvisor's reviews, which have no paywall to acces