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      <p>
        Booking Holdings subsidiary Priceline announced its partnership with Google to incorporate generative AI tech into its operations, becoming the first brand under Booking Holdings to do so.
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        The AI integration will result in a new virtual travel assistant in the form of a chatbot, providing features like personalized trip planning, customer service, and booking capability within the chat interface. It will also furnish personalized hotel recommendations based on user preferences and offer AI-generated information on nearby attractions, seasonal events, and conveniences for each hotel. Internally, it will provide employees with better access to data and automate tasks such as coding and content generation for marketing.&nbsp;
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      <p>
        <b>Analyst QuickTake:</b>
         Priceline has chosen to collaborate with Google, recognizing its robust data governance and privacy policies instead of deploying ChatGPT, a tool commonly preferred by competitors. This is likely due to 
        <a href="https://sp-edge.com/insights/18830">
          regulatory hurdles
        </a>
         ChatGPT has been facing in Europe, with countries such as Germany, France, and Spain initiating their independent investigations into the technology.
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  <p>
    <a href="https://www.phocuswire.com/priceline-partners-with-google-deploy-generative-ai">
      PhocusWire
    </a>
  </p>
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