Overview
- Accenture reports a fundamental shift as generative AI influences how travelers discover, choose, and book experiences.
- The global survey of roughly 18,000 people across 14 countries finds that half of AI users have made a purchase decision based on AI.
- For frequent AI users, generative AI ranks as the second-highest source of purchase recommendations, behind physical stores.
- Seventy-five percent of consumers say they would use an AI personal shopper that understands their needs and can make purchases on their behalf.
- Accenture urges brands to pursue GEO, AI-first experiences, emotional differentiation, and trusted data practices, noting traveler distrust of inauthentic (41%) or impersonal (45%) AI outputs and rising consumer uncertainty (54%).