Skift Take

TUI Group is one of the first companies to test how it can use a generative AI chatbot to help consumers search through its own portfolio of products.

Justin Dawes

TUI Group released a ChatGPT-powered chatbot on its UK app, the first of what is expected to be a wave of rollouts that incorporates generative AI into the company’s tech. 

Using the ChatGPT–powered chatbot tool, released earlier this month, users can ask about TUI’s portfolio of tours or other ticketed experiences available at any destination. The chatbot responds with relevant links to access more information and finalize a booking.

This is the company’s first consumer-facing generative AI chatbot, one of several pilots to explore new ways that consumers can search and book TUI products, according to Pieter Jordaan, chief information officer for TUI Group.

AI Is Not Just for Online Travel Agencies

The most notable AI chatbot releases so far have been from large online travel agencies or other third-party aggregators of travel products. Expedia Group, for example, was one of the first to release a chatbot tool and is now planning updates over the next few months. 

Germany-based TUI Group, on the other