Booking Holdings has big AI plans

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Phocuswright senior director of research Maggie Rauch interviewing Booking Holdings CEO Glenn Fogel at the Phocuswright Conference. Photo Credit: Michelle McSwain Photography

LOS ANGELES -- Booking Holdings aims to use artificial intelligence (AI) and its massive amount of customer data to create a more personalized service, CEO Glenn Fogel told attendees at the Phocuswright Conference here.  

Fogel said Booking Holdings, parent of the Booking.com and Priceline.com brands, plans to overhaul its search and sorting function, with the goal of delivering more relevant, customized results.

"We have 142 million photos, and we're using visual AI that can come up with how to associate what you've liked in the past with what you'd like to do in the future," he said. 

The goal is to create a "holistic super-system" that leverages Booking Holdings' customer data, AI capabilities and other resources. 

According to Fogel, Booking's vast size gives it an advantage.

"One of the things that matters with AI is that you need a lot of data to play with," he said. "We're the biggest player on the block, so we have more data. You also need capital, because you need to hire data scientists and AI experts. So I do think we have the advantage, but that doesn't mean we'll win. We need to make sure that we come up with ways to do this faster than anyone else does."

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