Dive Brief:

• Online travel agency Priceline plans to deploy Google Cloud's generative AI technologies across its platform, the company announced Tuesday. Priceline is using Google Cloud's Generative AI App Builder to build an AI-powered chatbot that will help travelers search and book hotels and flights, and access customer support. 
• In addition to the chatbot, Priceline also will integrate a Google Cloud Vertex AI-powered map view on hotels’ details pages, giving customers personalized neighborhood information, including nearby attractions, local restaurants and events. 
• Priceline joins a growing list of OTAs, including Expedia and Kayak, that have integrated AI-assisted technology to streamline the trip planning and booking processes for customers. But its technology will go a step further than its competitors’ in facilitating booking. 

Dive Insight:

Priceline and Google Cloud’s partnership announcement comes several weeks after Expedia and Kayak separately announced partnerships with OpenAI’s AI-powered ChatGPT, which will be used as a virtual travel assistant. 

Similar to Expedia’s and Kayak’s integrations, the Priceline chatbot will provide users with a “conversational experience,” in which it can answer natural-language questions like, “What are the best four-star hotel options in midtown Manhattan within walking distance to Central Park?” and “Can you help me extend my hotel reservation for an additional night?” 

HotelPlanner also recently integrated OpenAI’s ChatGPT into its hotel search function, though it appears as an AI-assisted search bar rather than a messaging feature on the company’s site. 

The Priceline chatbot will help users create trip itineraries, similar to Expedia’s. But Priceline’s booking capabilities are different: users can book hotels directly within the AI-powered chat, something not currently possible on Expedia. 

The Google Cloud technology is expected to make for a more personalized, seamless trip planning experience and reduce user frustration while on the Priceline platform, the company announcement said.

“With Google Cloud as our AI innovation partner, we're doubling down on our commitment to delivering the fastest, most seamless and informative booking experience for our customers, from personalized planning and travel inspiration to customer service,” said Marty Brodbeck, chief technology officer at Priceline, in the announcement. 

Priceline's initial Google Cloud generative AI deployments will begin rolling out this summer, the company said. In addition to the customer-facing enhancements, Priceline is internally integrating AI technology to expand its information search and software production capabilities to improve developer productivity, automation and internal database mining tools.