True automated AI in travel is coming: Phocuswright

The travel industry is on the cusp of a major transformation, driven by the rise of autonomous AI agents, according to a new report from Phocuswright.  These intelligent assistants, capable of learning, adapting, and executing tasks without constant human supervision, have the potential to revolutionize how we plan, book, and experience travel.

In its report, “True Automated AI in Travel Is Coming,” Phocuswright, the leading travel industry research authority, delves into the emergence of autonomous agents and their implications for the future of travel.  The report explores the capabilities of these agents, the potential impact on various industry roles, and the key questions surrounding their adoption and regulation.

“Autonomous AI agents are poised to reshape the travel landscape, automating tasks, personalizing experiences, and potentially even negotiating on our behalf,” said Norm Rose, Senior Technology and Corporate Market Analyst at Phocuswright and co-author of the report.  “While this technology is still in its early stages, its potential to transform the industry is undeniable.  Travel companies need to understand the implications of autonomous agents and prepare for a future where AI plays an increasingly central role.”

Key takeaways from the report include:

• Increased efficiency and personalization: Autonomous agents can truly automate the travel booking process, potentially replacing the manual research and booking tasks that travelers currently perform, leading to increased efficiency and personalization.
• Challenges for legacy systems: The increased volume of shopping inquiries generated by autonomous agents could pose challenges for legacy travel systems, requiring the industry to adapt and optimize infrastructure.    The report estimates that autonomous agents could increase the number of shopping calls to travel systems by up to 40%.
• Enhanced personalization: Personalization efforts will be enhanced by autonomous agents, leveraging vast amounts of data to tailor travel recommendations and experiences to individual preferences.
• Ownership and competition: The question of “ownership” of autonomous agents remains open, with tech giants, OTAs, and specialized travel companies all vying for a position in this emerging market.
• Impact on the workforce: The impact on the travel workforce could be significant, with some jobs potentially being replaced by AI while others are augmented and enhanced.  The report suggests that up to 30% of travel agent jobs could be automated by AI agents in the next decade.
• Legal and regulatory concerns: Legal and regulatory concerns surrounding autonomous agents, particularly regarding liability and data privacy, will need to be addressed as the technology matures.

The rise of autonomous agents and other key trends in AI will be further explored at The Phocuswright Conference, taking place November 19-21, 2024, at the JW Marriott Phoenix Desert Ridge Resort & Spa in Phoenix, Arizona.

The session “A glimpse of the new Age(nts)” will delve deeper into where leading AI companies can demonstrate their autonomous agent technology and discuss its potential to transform the travel industry.  Industry experts will provide critical analysis and insights based on their experience at the forefront of AI in travel.

Speakers:

• Div Garg, Co-Founder and CEO, MultiOn
• Humayun Sheikh, CEO, Fetch.ai
• Talkbackers: Noreen Henry, Chief Revenue Officer, Sojern; Terry Jones, Chairman, AMGiNE
• Moderator: Norman Rose, Senior Technology and Corporate Market Analyst, Phocuswright Inc.