Skift Take

The travel industry has long hoped for something to counter-balance the pecking order in Big Tech. It's not assured, but this time around generative AI could make it happen.

Expedia Group executives such as CEO Peter Kern and Chairman Barry Diller have long railed against Google's inordinate dominance in travel advertising, but now Kern is hoping that the emergence of generative AI companies and other emerging technologies may lead to diminished dependence.

"The travel world is governed by the funnel from Google, and all these potential ideas will potentially rebalance the market, which will be good,” Kern said in an interview published Friday with the Economic Times, the Indian business daily. “We all like to have less dependencies on one big tech player and spread it out to other big tech players.