Google has just set out the clearest roadmap yet for the company’s shift towards AI-first search, and in my view, it is set to shake up the way people search far sooner than everyone is anticipating.
Moreover, there will be profound implications not only for how travellers search for – and book – their travel, but also for the role of travel agents, who must act now and work with AI rather than against it.
At the heart of the announcement is AI Mode, Google’s new conversational experience, which is already live as a separate tab in the US and India before it’s fully integrated into the main search.
