Gen AI has become the leading channel for travel discovery among active users, surpassing social media and online travel agencies (OTAs) (Photo: Canva)
A global survey by Accenture, a leading consultancy firm, reveals a dramatic shift in how consumers interact with brands, driven by the rapid adoption of artificial intelligence (AI) across the travel, retail, and consumer packaged goods (CPG) sectors.
In a press statement, Accenture says that the 2025 Consumer Pulse survey, which gathered insights from 18,000 consumers in 14 countries, is detailed in the report Me, my brand, and AI: The new world of consumer engagement.
The statement adds that just a year ago, travellers reported that booking a hotel felt more daunting than buying a car, and choosing a flight was nearly as complex as selecting a mortgage. Nearly three-quarters or 73 pc of consumers experienced “information overload” from the sheer volume of choices and marketing messages, prompting many to abandon bookings altogether.
Accenture says that today, generative AI (gen AI) and the emerging agentic AI are alleviating these pain points. These technologies enable travel companies to offer tailored experiences, empowering consumers to make confident decisions based on their unique needs.
It adds that according to the survey, gen AI has become the leading channel for travel discovery among active users, surpassing social media and online travel agencies (OTAs). Eight in 10 travellers now use gen AI tools for planning trips, signalling that AI adoption has moved from early adopters to the mainstream.
Accenture says that the survey highlights a growing desire for personalisation and proactive engagement. A striking 86 pc of travellers want to shape their own experiences and 93 pc of active gen AI users say this is crucial to their emotional connection with brands.
The statement adds that more than nine in 10 or 93 pc have used or would use gen AI to support purchasing decisions, while 78 pc are open to a trusted AI-powered personal shopping assistant. Over half, precisely 57 pc, seek AI assistants capable of working across multiple brands and services to autonomously fulfill their needs.
According to the statement, brands that deliver emotionally engaging, personalised experiences are rewarded as travellers are 1.3 times more engaged and 1.7 times more likely to accept higher prices from such providers. Notably, 79 pc of travellers want brands to remember them personally and 81 pc seek immersive experiences during the research and discovery phase.
Emily Weiss
“In the space of a year, we are already seeing AI start to solve the problem of choice and decision overload, with a real opportunity to bring enjoyment back to the arduous process of discovering and purchasing memorable travel experiences. Gen AI takes this a step further by helping travellers have those experiences tailored to their unique needs and preferences in a more human and natural way. For the travel industry, the AI opportunity goes beyond securing bookings. Consider that instead of being overwhelmed by countless options and conflicting reviews, gen AI can act as a personal travel concierge, providing bespoke recommendations based on preferences, budget and location. It can consider factors such as a person’s previous travel history, loyalty program status and even real-time data on local events and attractions,” says Emily Weiss, Accenture’s Global Travel Lead.
“With ‘agentics’ now in the mix, where Al agents assist with complex, goal-oriented tasks with minimal human intervention, such as facilitating pre-booking inquires and reservations, the industry can further assist travellers by reducing the time and effort required to scour for best options and prices. These agents can monitor price changes in real time, integrate loyalty points and offer assistance when plans change,” Weiss adds.
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