The trust paradox: travelers trust AI in the inspiration and planning stages, but don't trust it with the transaction itself

AI trust gap

Photo: Gemini AI

Author  Goran Rihelj

16. April 2026.
If anyone expected artificial intelligence to “democratize” tourism, as some point out, and for brands to lose their importance, new research shows just the opposite. AI is not erasing brands, but rather emphasizing them. Because in a world where anyone can generate content, the question is no longer who has the information, but who is trusted. New research from Expedia Group addresses this very topic, and through a very...
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Author  Goran Rihelj

16. April 2026.