eight months after launching its generative artificial intelligence chatbot,
Penny, as part of a suite of “Trip Intelligence” products, Priceline is updating the products with
features it said will save travelers time and money.
Priceline said it has created more than 30 new
features built on intelligence it has gathered from millions of customers who have used the technology since it debuted in June. The company said its users
that communicate with Penny save an average of nearly 10 minutes per trip
compared with those who called customer support.
“After six months of expert, on-the-job training,
Penny is ready to deliver an even more cohesive and personalized booking
experience that saves people time and hassle,” said Brett Keller, CEO of
“This is a continuation of Priceline’s tradition of
revolutionizing travel with pioneering technology. We began fully integrating
generative AI early last year, and our tools and features will only get better
as customers and partners engage with them more and more.”
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Priceline said this update, which it calls its Winter 2024 Product Release, has been developed on top of Google Cloud’s Vertex AI and OpenAI’s GPT-4
Among the most notable updates, the Penny chatbot is
now expanding beyond just hotels to include flights, car rental and vacation
packages and can be used for planning, booking and modifying trips and for
suggesting relevant properties and travel packages to match personal queries. Using
GPT-4 Turbo, the Priceline iOS app can now create detailed itineraries that can
include activities, restaurants and nearby attractions. Other updates include a
new “Priceline Wallet” that customers can use to save coupons, track airline
credits, etc. and “Price Watch” to track flights and receive notifications when
“Our expanded Trip Intelligence suite will enable
Priceline to further anticipate travelers’ needs, helping them book their trip with
ease and peace of mind seamlessly and faster than ever before,” said Kevin
Heery, Priceline’s chief product officer.
The company is also releasing results of the Priceline
Trip Planning Survey, with responses from more than 3,000 adults in the United
States. Among the findings, more than half said they would use AI tools to “cut down
on time, eliminate hours of onerous research and secure the best deals.” Of
those familiar with generative AI, nearly three-quarters (73%) said they are receptive to using generative AI and believe it will streamline travel planning
and booking, and 65% said it would make traveling easier and more enjoyable.
In September, PhocusWire’s Linda
Fox interviewed Priceline CEO Brett Keller about the company’s work with
generative AI and other topics.