THE company behind ChatGPT has launched new AI agent functionality capable of using its own browser to book travel plans for the first time.
In what could be perceived as a major threat to the viability of travel agents globally, OpenAI’s new Operator tool has the capacity to autonomously book flights, hotels and tours online, including complex itineraries that feature multimodal travel.
The OpenAI service can research travel options, compare prices, and finalise bookings without any human intervention.
Operator can also respond to real-time issues and deliver booking alternatives – potentially undermining one of the key pillars of value that travel advisors provide to their clients.
Customisation is listed as another major hallmark of Operator, which boasts the ability to instantly tailor travel recommendations based on the user’s past preferences, behaviour, and budget.
Providing competition to agent expertise, Operator also analyses online reviews and ratings to add value to its recommendations, including providing insider tips and ‘hidden gems’ experiences.
Travel Daily asked ChatGPT about the potential customer and business concerns Operator might raise, and the tool said that travel agents are the key segments that its new service could disrupt.
It also noted Operator could raise some privacy risks for users, in that it interacts with external websites and could compromise personal data and present challenges around how user data is handled.
Australian Travel Industry Association (ATIA) CEO Dean Long told Travel Daily the association’s accredited members adhere to strict standards of excellence and ethics, instilling confidence that no single AI can replicate.
“Their ability to offer personalised assistance and build lasting relationships sets them apart, making the travel planning process both enjoyable and reliable,” Long told TD.
“In essence, while AI can provide efficiency, combining the use of an ATIA accredited travel agent and tour operator offers a level of care and expertise that transforms travel into a truly memorable experience.”
OpenAI is trialling and honing its new Operator service in the United States exclusively for its ChatGPT Pro subscribers, and at this stage has not revealed any specific dates to launch the feature in Australia. AB
