Generative AI’s Impact on Travel: New Skift Research

Recent breakthroughs in Generative AI have had an electrifying effect on the tech world in recent weeks. Many have compared these first artificial intelligence tools, which create new content, such as images or text from simple prompts, to the early days of smartphones or the internet. With the potential for such wholesale disruption, what does generative AI mean for the travel industry? And how do we separate the hype around this new tech from the reality of what it will look like in use by travel companies.

Skift Research’s latest report will attempt to tackle those questions by diving into Generative AI’s impact on the travel industry. This report will focus specifically on large language models and their use cases within the travel business.

We examine seven different cases for how AI will be used across travel, including its implications for chatbots, operational efficiency, and search. Across most of these scenarios, we see multi-billion dollar markets being created. Skift Research estimates that altogether generative AI poses a $28 billion-plus opportunity for the travel industry.

What You’ll Learn in this Report

• How Generative AI is being implemented in the travel sector today
• Market estimates for the impact of generative AI in Travel
• Four baseline areas where AI will have an immediate impact on travel
• Three opportunities where AI stands to drive disruption in the long-term

Generative AI’s Impact on Travel

Generative AI is poised to transform the travel industry. True, there’s plenty of hype out there with little substance to back it up. But even after Skift Research separates the chaff from the wheat, we find that a multi-billion dollar opportunity still remains.

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