Innovation

💻 Oct 17, 2025, McKinsey highlights the shift in consumer behavior as 50% of online shoppers use AI tools like ChatGPT and Gemini for decisions, risking 20-50% traffic loss from traditional search. Google searches featuring AI summaries could hit 75% by 2028. To adapt, brands must embrace Generative Engine Optimization (GEO), as only 5–10% of AI sources are brand-owned. Older generations, including baby boomers, are also adopting AI search for purchases. Brands should prioritize GEO for digital visibility.

💻 Oct 17, 2025, AI still hinges on search engines to deliver up-to-date information. For hotels and brands, maintaining strong SEO visibility is crucial for being recognized by AI tools like ChatGPT. Key strategies include clear website structure, reliable content, and reputation management. While AI refines information access, it doesn't replace search engines. Mastering SEO fundamentals remains essential for long-term success, as AI learns from human intent and relies on optimized content. Read more at Search Engine Land.

🛒 Oct 17, 2025, Forrester outlines the rapid rise of agentic commerce—AI agents autonomously acting in shopping contexts. However, most systems remain assistive, not autonomous. Key challenges include fragmented checkout processes and the need for seamless integration with retailers. While early B2B tests show promise in automated negotiations, Forrester cautions brands to test thoroughly before full-scale implementation, emphasizing the current lack of clear industry standards and readiness.

📊 Oct 17, 2025, a Nectiv study shows that ChatGPT initiates a web search in 31% of prompts, averaging 2.17 searches per query, with each search averaging 5.48 words. The focus is on local-intent content (59%), with less emphasis on credit cards (18%) and fashion (19%). SEOs can shape ChatGPT results by optimizing for structured, commercial-style data. The study analyzed over 8,500 prompts and 2,600+ queries. Read more at [Nectiv](https://nectivdigital.com/new-data-study-what-queries-is-chatgpt-using-behind-the-scenes/?nocache=1).

🛫 Oct 17, 2025, agentic commerce could transform travel booking. AI, planning, and transactions, face challenges like fragmented data and limited payment interoperability. Current systems assist but don't complete bookings. For hotels, open data and collaboration are key. A shift from search and pay to conversation is envisioned, yet data standardization, payment frameworks, and transparency are needed. Gradual evolution will initially focus on itinerary planning and price comparison, later enabling automated bookings.

📱 Personal AI agents simplify tasks like planning holidays (20 hours) by automating comparisons previously handled by aggregators like Booking and Expedia. Aggregators must now focus on reliable outcomes, such as instant rebooking. Agentic AI enables direct interactions, reducing search time and increasing conversion. Empowerment tech ensures safe transactions with decentralized identifiers and verifiable credentials. Trust is crucial, and agents should act in customers' interests, transforming industries like banking, where agents optimize real-time financial management.