Expedia Warns Agentic AI Threatens Market Share

Expedia's latest 10-K, filed this year, explicitly calls agentic and generative AI a competitive threat, warning that new entrants may deploy AI-driven travel search, planning, and booking capabilities more effectively or rapidly than Expedia can. Company executives said on last week's earnings call they are "experimenting aggressively" with AI and tuning content and integrations to preserve visibility and distribution.