Priceline has become the first travel company to announce the integration of its AI chatbot with the latest voice technology from OpenAI. Users can now interact with Penny, Priceline’s AI chatbot, by speaking or typing to search for hotels, with flights and rental cars expected to be added in the future. The company first released Penny powered by generative AI from OpenAI in June 2023, and the new version, Penny Voice, was recently launched on the Priceline website and iOS app. The long-term vision is for an AI travel agent that can accompany travelers through an entire trip, whether users interact via text, voice, or a combination.
OpenAI has developed Advanced Voice Mode on ChatGPT, which powers Penny Voice for Priceline. The technology allows for more natural and seamless conversations with the voicebot, including the ability to understand non-verbal cues and changes in tone. The upgraded chatbot can also recognize different accents and even sing. While it currently cannot provide real-time information, it can communicate in over 50 languages and is being rolled out to all Plus and Team users in the ChatGPT app. OpenAI recently raised $6.6 billion in new funding at a $157 billion valuation to further advance its voice technology.
Penny Voice from Priceline is among several companies testing OpenAI’s Realtime API, which allows for the creation of customized AI voice agents. Other companies testing the technology include language learning app Speak and fitness app Healthify. Penny Voice is designed to understand complex queries, anticipate needs based on preferences and past interactions, and respond in real-time with a voice interface. Users can search for hotels, receive travel recommendations, change existing reservations, and book accommodation through the tool.
Priceline plans to enhance Penny Voice with additional features in the future, including the ability to respond to tonality, more accurate speech recognition, and advanced understanding of diverse accents and speech patterns. The company also intends to expand Penny Voice to include flights, rental cars, vacation packages, enhanced customer support, and interaction throughout a traveler’s journey. While voice search in travel has not yet gained traction due to limitations in technology, advancements in AI, such as OpenAI’s voice updates, could bring the concept closer to reality. The goal is to create a personalized AI travel agent that can assist travelers through every step of their trip.
