Travel industry warning: stop fearing Artificial Intelligence (embrace it instead)

Google is increasingly relying on machine learning to order search results, increasing concerns among travel brands about how they'll continue to be ranked. Sure, Google's use of machine learning might not be anything new, but understanding how it's using this technology is vital for the sector which can sometimes struggle to satisfy its notoriously fickle and savvy customer base. NB: This is an analysis by Daniel Bensley, travel industry lead at Qubit. To me, this report highlights a wider challenge for the industry around our approach to AI and machine learning techniques. Whether it's Google changing its search ranking metrics or technology's impact on jobs in the sector, headlines around AI are often more likely to spark fear rather than excitement.