Priceline
today unveiled a suite of more than 40 new tools and updates for travel
planning and booking, including an artificial intelligence-powered chatbot
built on technology from both OpenAI and Google.
“Penny”
is the name for the new chatbot that is part of Priceline’s “Trip Intelligence”
suite launching today.
Earlier
this month Priceline announced it is using Google Cloud’s generative AI
technology for its new virtual travel assistant. A
company spokesperson said the integration of Google’s technology will be live
within a few weeks. For the initial launch today, the bot is integrated with OpenAI’s
ChatGPT, as well as Priceline’s own coding and prompt engineering.
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“Because
the Gen AI chatbot technology is so new, we are leveraging multiple
technologies (in addition to our own expertise) to create the most robust tool
and best experience for our customers,” the spokesperson wrote in an email.
Along
with being able to recommend hotels that meet the user’s preferences and to
provide 24/7 customer service, Penny is equipped with security features such as
credit card tokenization so users can complete a secure booking right within the chat. Other generative AI chatbots that have been launched by online travel agencies, for example the one announced this week
from Priceline
sister brand Booking.com, provide links that redirect the user to the booking portal
in the brand app.
“When
it comes to the technology we develop at Priceline, our philosophy is always
first and foremost focused on enhancing the booking experience for our
customers,” said Kevin Heery, chief product officer at Priceline.
“Trip
Intelligence represents a robust set of new capabilities, including a
first-to-market generative-AI based booking solution, expressly designed to
further power how our technology can enhance our customers’ experience."
Along
with the chatbot, the Trip Intelligence suite has 40 tools such as street-level view in the Priceline app that is built on Apple’s iOS Lookaround
technology, so users can see what’s around a hotel before booking. Priceline is
also enabling flight re-bookings within its platform so users can manage those
needs without having to contact their airline.
“When
it comes to booking travel, the choices are endless,” said Brett Keller, CEO at
Priceline.
“With over two decades of industry-leading technology innovation and price
negotiation, Priceline remains the trusted travel partner for millions of
travelers around the world when booking their most complicated trips. Our
collection of Trip Intelligence features alleviates the complexities trip
planners face, so they can focus on the moments that matter.”
For now the chatbot is only able to handle accommodation
bookings, but the spokesperson said flights, car rentals and more will be added
in the future.
Priceline "Penny" chatbot demonstration