This shift demands a more experimental mindset. New behaviors, technologies, and methods constantly emerge, so you have to stay curious and agile. Embracing failure is important because early experiments often don’t succeed. But the increasing ability to identify causality in marketing actions is also incredibly exciting.

Absolutely. There’s a lot of talk around agentic systems, and I see real promise. For example, if I regularly travel to New York for business, I might eventually just tell an agent, “I need to go again,” and it would handle everything based on my preferences. For leisure travel, people may still want control, but agents could provide curated options quickly.

The traditional process of performing 10 Google searches—flights to Thailand, things to do in Bangkok, etc.—can now be compressed into a few interactions That opens the door for brands to develop their own agents to complement human interaction. It’s an “and,” not an “or.”

Travel is a natural fit for generative search, and we’ve built a few demos with companies like OpenAI and others. The inspiration stage is powerful—turning dozens of searches into a single back-and-forth with an AI. But when it comes to booking, people still gravitate to trusted platforms.