Artificial intelligence is rapidly transforming industries, and travel is no exception. In an engaging discussion with Anna Jaffe, CEO and Co-Founder of Mobi AI, and Harriet Brown, Vice President of Product, we explored how AI is reshaping the way travelers dream, plan, and experience the world. Here’s a deep dive into the insights shared during our conversation.
The Future of Travel: Enabling Discovery, Reducing Friction
Harriet opened the conversation by highlighting a vision of travel where the joy of discovery is amplified, while the mundane aspects of planning are minimized. Travelers often enjoy dreaming and crafting the perfect itinerary, but few appreciate the tedious hours spent cross-referencing maps or figuring out logistics.
“I think artificial intelligence can keep the joy in planning while eliminating the work,” Harriet explained. She noted that AI excels at reducing friction, allowing users to focus on the aspirational and creative aspects of travel planning.
Mike Coletta, Senior Manager of Research and Innovation at Phocuswright, adds, “AI is already very good at understanding travel requests and making relevant suggestions. In the future, autonomous AI agents will be able to use our digital identity credentials to gather personalized travel options for us, let us choose what to book, and then, having access to our personal data and payment information, go do the real dirty work of making the actual bookings.”
How AI Unlocks This Potential
Anna delved deeper into the mechanics of how AI can revolutionize travel in three key areas:
- Personalization Through Language Models: AI-powered language models enable travelers to express their preferences with nuance—preferences that traditional filters fail to capture. Anna shared a personal example: “I wish this hotel knew I love bathtubs, hate synthetic fragrances, and want a shaded spot on the beach.” With AI, such granular desires can be understood and fulfilled.
- Building a Richer Model of the World: Mobi AI has focused on aggregating diverse layers of data—bird sightings, ecosystem data, local events, and more—into an enriched platform. AI can process text and imagery, providing a multidimensional view of destinations that aligns with the traveler’s specific interests.
- Planning in Space and Time: Combining natural language processing with spatial-temporal reasoning, Mobi AI simplifies complex planning. Tasks like coordinating multi-stop itineraries or optimizing logistics become seamless, much like how FedEx ensures packages arrive at the right place at the right time.
Mike says, “Today’s LLMs struggle with spatial-temporal reasoning, although they are making progress. Still, it remains one of their biggest weaknesses in complex itinerary and logistics planning. Mobi AI’s ability to enhance their generative AI solutions with this layer is a big value add.”
Gen Z: The Early Adopters Leading the Charge
We discussed how Gen Z, often the vanguard of technological adoption, is poised to drive AI-enabled travel innovation. Anna noted that younger travelers collect inspiration differently than previous generations, storing imagery and ideas on platforms like Pinterest or social media rather than traditional tools like Google Maps.
Harriet added that Gen Z’s demand for unique, eco-conscious experiences will influence how AI tools evolve. “They don’t just want to find the most popular spots—they want to uncover the next hidden gem,” she said. AI has the potential to surface underexplored locations and ensure that travel remains sustainable by avoiding over-tourism.
Intent-Driven Search: A Game-Changer in Travel
One of Mobi AI’s standout innovations is its intent-driven search functionality. Harriet described it as a way to let users ask the questions they truly care about, such as:
- “What’s an all-inclusive resort where I can take my kids that’s under $200 per night?”
- “Where can I stay in New York City that’s close to my office and offers good running paths nearby?”
By understanding these nuanced queries, Mobi AI delivers more accurate and personalized results. Harriet emphasized, “Search in the travel industry hasn’t evolved much since the early days of dot-coms. Now is the time to reinvent it.”
The Business of AI in Travel: Collaboration and Implementation
Harriet and Anna shared insights on how Mobi AI collaborates with B2B partners in the travel ecosystem:
- Building a Clear Business Case: “Partners need to see how AI-driven solutions add revenue and enhance the customer experience,” Harriet stressed.
- Ease of Implementation: Mobi AI focuses on delivering solutions that don’t burden partners’ IT teams. For example, its natural language search tool can be seamlessly integrated into existing platforms, allowing brands to test its impact with minimal disruption.
On the consumer side, Mobi AI remains primarily a B2B company. Its goal is to remain an invisible partner, enabling brands to take credit for innovations while driving conversions and customer satisfaction.
Robert Patterson, SVP of Marketing Technology at MMGY summed it up in a discussion, “Today’s travelers expect brands to understand their preferences and deliver curated, personal experiences. AI empowers travel brands to activate consumer data to deliver personalized messaging and digital interactions at scale. Without leveraging AI, travel brands risk becoming less competitive and obsolete.”