Roundtable11: AI-Mediated Retailing: How Generative-AI Is Reshaping Travel Inspiration, Shopping, and Booking

Generative AI and conversational platforms are rapidly becoming a new front door for

travel inspiration, comparison, and booking. As AI-led shopping tools influence where

travelers start, what they see, and how they decide, airlines face a fundamental

distribution question: how to participate without losing control of the offer, the

economics, and the customer relationship. This roundtable will explore how airlines are

approaching AI-mediated distribution today, what risks they see emerging, and what

technical and commercial choices matter most in the near term.