Microsoft Bets on Artificial Intelligence to Help It Succeed Again in Travel

With the exception of helping create Expedia, Microsoft has struggled to figure out travel. But it is hoping that artificial intelligence (AI) will be its route finally to leapfrog ahead of Google and Oracle, playing a larger role as middleman. The example illustrates the company's current approach to the travel sector. The technology giant appears to be more interested in building "middleware services" that sit between customers and travel companies. The company has a mixed past record of engaging with consumers on its own.