AI Briefing: How Priceline and other e-commerce companies are approaching generative AI

Beyond adding just a few new generative AI tools, some companies are using large language models to overhaul entire platforms for customers.

Last week, Priceline added more features for Penny, an AI travel assistant that debuted last June. When it first was launched, Penny could only help with finding accommodations, but now it can help find flights, car rentals and vacation packages. Built with OpenAI’s GPT-4 and Google’s Vertex AI, updates in the online travel agency’s “trip intelligence suite” include using Penny find destinations, generate itineraries and modify plans directly with the chatbot. 

According to Priceline’s svp of strategy and brand marketing Lesley Klein, the company is testing generative AI in other parts of the business including paid and organic search, messaging formats and various creative assets.

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