Artificial intelligence is reshaping travel—and the next big shift is already underway. According to Bessemer’s State of AI 2025, the browser is emerging as the dominant interface for agentic AI, enabling end-to-end automation across tabs, tools, and workflows. For travel brands, TMCs, OTAs, and airlines, this opens the door to truly operational AI: systems that don’t just analyze tasks—they act on them.
Here’s why this matters.
First, AI agents running in the browser can orchestrate complex travel operations: reconciling GDS and NDC inventory, triaging IRROPS, rebooking within alliance constraints, processing refunds, and resolving service tickets across CRM, email, and internal portals. This “system of action” approach moves beyond dashboards and pushes toward measurable outcomes like faster recovery times, higher CSAT, and lower cost per contact.
Second, long-term memory becomes a moat. Persistent traveler and account context—preferences, loyalty, corporate policy rules, entitlements, and historical behavior—powers hyper-personalized itineraries, proactive disruption handling, and dynamic ancillaries that actually convert.
Third, enterprise-grade trust is non-negotiable. Continuous private evaluations and data lineage will define enterprise adoption: think eval suites tuned for fare rules, visa and policy compliance, proration, and multilingual edge cases. Traceability across input, reasoning, action, and outcome becomes essential for audits and duty-of-care.
Looking ahead to 2026, generative video will go mainstream. Expect personalized trip previews, destination storytelling, and multilingual explainers for corporate travellers. These will be embedded directly in booking and servicing flows to improve conversion and reduce support load.
What to do now:
- Build for the browser. Deploy AI agents that observe and act across your existing stack without rip-and-replace.
- Operationalize trust. Invest in travel-specific evals, guardrails, and action logs.
- Make memory strategic. Centralize traveler and policy context to drive proactive service and upsell.
- Pilot gen-video. Test itinerary previews and support explainers to lift conversion and deflect calls.
The next phase of travel AI is not another widget—it’s an operational layer. Winners will combine agentic execution, durable memory, and verifiable performance to deliver real outcomes at scale.
Here’s the link to the full report – State of AI 2025.
