Booking.com says it regrets building AI tools it could have bought
Booking.com chief business officer James Waters said at HumanX in Amsterdam that the company built AI orchestrations it now wishes it had bought off the shelf, since frontier labs later shipped the same capabilities. He said 89% of people want to use AI to research travel, but only 6% trust it to make decisions.
- 89% of Booking.com respondents want AI for travel research, but only 6% trust it to decide
- Waters called building in-house AI orchestrations regrettable as labs later shipped the same tools
- Booking.com paused product and tech backlogs for two sprints to explore AI workflows
- Diageo runs its Pencil content studio in every country, with marketers making the final call
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