Booking Holdings employs a nuanced strategy for measuring the return on its artificial intelligence investments, according to Chief Strategy Officer Rob Ransom.
For transactional applications, the company clearly measures success. This includes AI-powered customer service chatbots. Metrics track improved resolution, higher customer satisfaction, and lower costs.
However, immediate ROI measurement is less critical for innovative and experimental AI projects. These include developing new methods for customers to plan complex trips.
In these exploratory areas, Booking Holdings prioritizes understanding how to meet customer needs first. Detailed performance metrics will be addressed later, once the solution scales.