Travel’s ChatGPT adventure raises hopes and questions

Since the introduction of ChatGPT late last year, travel companies have been hurtling ahead to integrate generative artificial intelligence into nearly all they do.

It’s happened so quickly, there’s been no time for a formal study or survey of the tech’s effectiveness — just lots (and lots) of anecdotal evidence.

That leaves plenty of questions. Will large language models be more help to startups trying to elbow their way to bigger market shares? Or will they further entrench the largest companies? And which aspect of the business will be most…