Skift Take

Experts compare the current AI-based tech revolution to the birth of the internet. With that level of magnitude comes plenty of issues.

Justin Dawes

Executives at companies like Airbnb and Booking Holdings have been talking for over a year about plans to implement the latest advances in artificial intelligence.

The CEO of Airbnb, in particular, made multiple mentions in the latest earnings call about how AI could fundamentally change the way the company operates — a topic he has discussed many times.

Executives tend of focus on the positives when talking about generative AI.

Companies were more candid in annual reports published over the past month. While they highlight worst-case scenarios, it’s the first time so many travel companies have made such pointed statements about the risks of AI.

Below are the biggest AI-related threats that travel giants are keeping an eye on, according to those reports. 

Pressure from Competitors 

The latest advances in AI have led travel giants to explore how they can strengthen operations, streamline business processes, and release new customer products. 

Meanwhile, the buzz has inspired the birth of new travel startups, like trip planners and software for back-office tasks. 

Industry incumbents are aware of the competition among one another and the startups that seek to push them out or get acquired. 

Booking Holdings: “The competitive pressure to innovate could encompass a wider range of services and technologies, including services and technologies that may be outside of our historical co