Expedia's CEO told CNBC that AI agents haven't changed bookings yet. That fits my read.
Agents are becoming another part of the funnel, like Google or Reddit. Another source of impressions to measure.
Most LLM’s don't run ads or publish search volumes, at least not yet, so there will be holes.
But… Measurement always had holes.
A platform that claims a perfect picture is the scary one.
If you're setting next year's budget, think twice before you trust anyone who says they see all of it.
Responding to Expedia CEO says AI agents aren't changing booking habits — yet, Business News