Marriott Plans to Reward AI Agents for Bookings, OpenAI Warns Against Paid Recommendations in Travel Industry
💰 Jul 31, 2026: At the Wall Street Journal's leadership event, Marriott CEO Anthony Capuano announced plans to reward AI agents, potentially impacting competitors like Expedia. Two key strategies emerge: paying AI for bookings and recommendations. OpenAI's Sam Altman warned buying recommendations would erode trust in AI services. While Marriott can outspend rivals on OTAs and Google, purchasing AI recommendations remains a challenge. Amidst ad pilots and AI trends, the battle for unbuyable picks continues.
Share