Google signals deeper AI ambitions in travel

As agentic systems expand, Google eyes travel, commerce, and in-car experiences as next growth frontiers

Google’s record third quarter highlighted how its AI momentum is reshaping the company’s roadmap — with travel now emerging as a key testing ground. CEO Sundar Pichai outlined how agentic AI, integrated across search, shopping, and partner ecosystems, could transform how users plan, book, and experience travel.

Key takeaways

• Agentic AI across industries: Google is developing autonomous, conversational AI systems for travel, commerce, and shopping, aiming to make user interactions more seamless and intuitive.
• Travel as part of commerce strategy: Pichai hinted that travel may follow Google Shopping’s model — directly linking brand inventories into AI-driven search and advertising.
• Shift in search economics: Companies like Kayak are spending more on paid ads as AI search reshapes visibility, though early tests with Google’s AI MAX have shown 12% conversion gains.
• Integration with payment ecosystems: Google’s AI mode integrates PayPal services, signaling potential future travel transactions directly within search or conversational interfaces.
• Waymo as a new AI frontier: Alphabet plans to embed Gemini AI into Waymo vehicles to enhance in-car experiences, possibly blending entertainment, navigation, and travel content.
• 2026 outlook: Google expects to roll out new AI-driven in-car and travel experiences next year as part of its broader agentic ecosystem expansion.

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