Access to higher education in business help

I am currently enrolled in an Access to Higher Education Diploma in Business online with Learn Direct. I am stuck on one of the units, in terms of what research to find. The topic is the safe and ethical use of generative AI. The section I'm stuck on is the potential benefits of generative AI use, both specifically and generally, to a chosen case study. I chose Booking.com. I am struggling to find Google Scholar articles on Booking.com and AI. Here is what I have gathered so far; Booking.com has a built-in AI Trip Planner that allows customers to have an in-app conversation with an AI about where they want to go and what they want to do when they arrive. Zaman (2025) states that the benefit of a company having this functionality is that it allows customers 24/7 support and frees up employees’ time for issues that require more personalised attention.
The reviews of Booking.com are just as important as the in-app conversation with an AI, the author states; the number of reviews posted on Booking.com was 2.48 times higher than the reviews on TripAdvisor. This number difference is expected since the Booking.com approach to stimulating reviews is more intrusive. Moreover, in Booking.com, the minimum number of reviews per hotel was 8, whereas in TripAdvisor, the number is 1.
Booking.com is one of the world’s leading digital travel companies, founded in 1996 in Amsterdam. The mission of the company is “to make it easier for everyone to experience the world”. Accommodations all over the world can connect with people around the world through Booking.com. Booking.com made its services available in 43 different languages, with its vast accommodation listings of 28 million, with listings other than hotels being 6.2 million, places to stay like homes, apartments and other unique places. It helped the people by providing a place to stay anywhere and at any time, and assisted with 24/7 customer support.
Here is the Booking.com case study:
Booking.com wanted to tap AI to make it easier for customers to find a travel itinerary. The
company has a history of data-driven innovation. It also has huge stores of data — content,
reviews and booking details — that could help. But that data was hard for customers to
filter, according to a case study.
The company worked with Amazon Bedrock to build a tool that could quickly sort through
the data to respond to customer’s natural language questions about travel. The company
already used AWS for data storage and machine learning (ML).
“Generative AI is on everyone’s agenda right now,” says Thomas Davey, VP of big data and
machine learning, Booking.com. “We can pick the right language models and fine-tune
them with Booking.com data to deliver destination and accommodation recommendations
that are tailored and relevant.”
The company built an AI Trip Planner that allows customers to have an in-app conversation
with an AI about where they want to go and what they want to do when they arrive. It strips
out the customer’s personal data and then taps Booking.com’s vast data set of reviews and
travel information to make recommendations. It creates a carousel of options customers
can flip through and book within the app.
Results
• Turned decades of user reviews into instant recommendations
• Helped customers find itinerary ideas they never would have thought of
• Quickly stripped personal data from in-app conversations to protect user privacy.