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'AI Is Everywhere – Except the P&L': Tech Takeaways From Skift Global Forum

2025-09-22 20:41:02 英文原文

作者：Adriana Lee

Skift Take

AI was all the rage at the Skift Global Forum this week, with the industry’s top executives revealing excitement, and uncertainty, as the tech takes center stage in travel.

If the Skift Global Forum last week made one thing clear, it’s that the AI race is on. The biggest players in travel and hospitality are working — and sometimes reworking — their platforms and systems to prepare for this new era, all in service of elevating the experience and convenience factors for a consumer base that’s clamoring for the tech. 

We heard from CEOs from across the travel industry, as well as investors and strategists. Here's what we heard.

1. The Top Apps Will All Be AI Apps

“I think a chat interface is replacing what we used to use Google search for,” said Airbnb CEO Brian Chesky. Although he questioned whether chat interfaces will be the right way to access information, on the broader theme of AI-powered features, he made the mandate crystal clear for travel, social media, and any other mobile apps: Adapt to AI or die. 

“If you go to the top 50 ranked apps in the App Store, the number one app today,

Key Points

  • Travel industry leaders agree that AI adoption is accelerating, with expectations that most leading apps will soon be AI-driven.
  • Despite heavy investment in AI, companies have not yet figured out clear monetization strategies, and AI's financial impact remains uncertain.
  • Agentic AI and generative AI are being integrated into travel platforms to streamline booking and trip management, though their full potential is still emerging.

Summary

The Skift Global Forum highlighted the rapid push toward AI in travel, with top executives noting that AI-driven features are becoming essential for consumer-facing apps. However, despite significant investment, clear monetization strategies for AI remain elusive, and the technology's impact on company profits is still unclear. Companies are experimenting with agentic and generative AI to improve booking and trip management, but these innovations are still in early stages, and the broader implications for search, marketing, and user experience are yet to be fully realized.

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摘要

The Skift Global Forum emphasized the accelerating adoption of AI in the travel industry, with top executives asserting that AI-driven features are now essential for leading consumer apps. Despite substantial investment, companies struggle to define clear monetization strategies, leaving the financial impact of AI uncertain. Travel platforms are integrating agentic and generative AI to enhance booking and trip management processes, though these technologies are still in their early stages and their full potential has yet to be realized.

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