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Harnessing the Power of GenAI for
Exceptional Product Outcomes
by Booking.com, VP of Product
productschool.com
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Joe Futty
Marketplaces VP of Product, Booking.com
Harnessing
the Power of
GenAI for
exceptional
Product
Outcomes
6
Who am I?
Joe Futty
Marketplace VP of Product
Countries I’ve lived in
Places I work(ed)
Personal
7
Booking’s
mission is to
make it easier
for everyone
to experience
the world
8
100M
monthly active
app users
174,000
destinations around the world
Car hire available in 155+
countries and pre-booked taxis in
over 600+cities across
130+countries
318M+
verified guest
reviews and
24/7
customer service
in 45
languages and
dialects
Since 2010,
Booking.com has
welcomed
4.5B+
guest arrivals
29M
total reported
listings
worldwide
7.2M
options in homes,
apartments and
other unique places
to stay
30
different types of
places to stay,
including homes,
apartments, B&Bs,
hostels, farm stays,
bungalows, even
boats, igloos and
treehouses
140offices in 70countries over
5,000employees in Amsterdam
9
Generative AI will have an impact on major areas of all
businesses and requires new capabilities
Demand
Generation
Generative AI
Technology
Internal
Productivity
Data & Infrastructure
Traveler &
Partner
Product
Legal & Risk management approach
Talent & People
What to look at
What to do
Product Opportunity
10
Product Opportunity
Generative AI will have an impact on major areas of all
businesses and requires new capabilities
Demand
Generation
Generative AI
Technology
Internal
Productivity
Data & Infrastructure
Traveler
& Partner
Product
Legal & Risk management approach
Talent & People
What to look at
What to do
11
How to think about GenAI - Chef with the best recipes.
Think of it as a way to teach a
computer to become a good chef.
We give it lots (all) of "recipes" (data) and tell it
what the final "dish" (outcome) should look like.
The computer then learns the rules and
patterns to create those dishes.
Now, Generative AI is like taking the
computer-chef to the next level.
Instead of just following the recipes it
learned, the computer-chef starts to
create its own unique dishes.
12
So, GenAI is a
special kind of
Machine Learning.
It’s like a creative
chef that uses the
knowledge it gained
from learning to
come up with new
and original ideas.
13
How to approach it.
“Einstein” in your basement
who can take up any expertise
role. Your imagination is the
limiting factor.
Imagination and prompt
engineering skills will make
your scenario come alive
A positive mindset towards
GenAI will give you and your
product superpowers
Imagination is more important
than knowledge.
Knowledge is limited. Imagination
encircles the world.
- Albert Einstein
14
Learnings from the past
1975
Computer on every desk
and every home
2011
Software Eating the world
2023
GenAI …
16
Revisiting The Customer Journey
Trip
Stages
Discovery Planning Search, Book & Play
Flights Attractions Cars Taxis
Stays
Browse and explore
Express and
capture intent
Find and
compare results
Trip management
and change
In-trip
experience
Post-trip
Opportunities to solve
existing problems
01
17
Revisiting The Customer Journey
Trip
Stages
Discovery Planning Search, Book & Play
Flights Attractions Cars Taxis
Stays
Browse and explore
Express and
capture intent
Find and
compare results
Trip management
and change
In-trip
experience
Post-trip
Opportunities to solve
existing problems
Understanding
Customer Intent
01 02
18
Revisiting The Customer Journey
Trip
Stages
Discovery Planning Search, Book & Play
Flights Attractions Cars Taxis
Stays
Browse and explore
Express and
capture intent
Find and
compare results
Trip management
and change
In-trip
experience
Post-trip
Opportunities to solve
existing problems
Understanding
Customer Intent
Personalized Recommendations via
summarization and content generation
01 02 03
19
The art of possible! & Unmet needs of the Traveler
Trip Intent
Everything the user shares about their trip
The trip or idea that the user has in mind is carried through
their journey, from broad to specific.
Cheap places to go for
a week this summer that is
beachy with a direct flight
I am looking for
flights to New York
I am looking for
apartments in Lisbon
I wanna go to a safe
destination for LGBTQ people
I want to visit
Museums in Europe
without crowds.
I want to visit
Italy
User Context
Everything we know about the user
Preferences, previous history, trip stage, user needs,
Has travelled with pets
Uses a wheelchair
Is in the middle of a trip
Has booked flights
Has a few searches for beach
destinations
Has travelled with two young
kids as well as solo business
20
The art of possible! & Unmet needs of the Traveler
Trip Intent
Everything the user shares about their trip
The trip or idea that the user has in mind is carried through
their journey, from broad to specific.
Cheap places to go for
a week this summer that is
beachy with a direct flight
I am looking for
flights to New York
I am looking for
apartments in Lisbon
I wanna go to a safe
destination for LGBTQ people
I want to visit
Museums in Europe
without crowds.
I want to visit
Italy
User Context
Everything we know about the user
Preferences, previous history, trip stage, user needs,
Has travelled with pets
Uses a wheelchair
Is in the middle of a trip
Has booked flights
Has a few searches for beach
destinations
Has travelled with two young
kids as well as solo business
21
The art of possible! & Unmet needs of the Traveler
Trip Intent
Everything the user shares about their trip
The trip or idea that the user has in mind is carried through
their journey, from broad to specific.
Cheap places to go for
a week this summer that is
beachy with a direct flight
I am looking for
flights to New York
I am looking for
apartments in Lisbon
I wanna go to a safe
destination for LGBTQ people
I want to visit
Museums in Europe
without crowds.
I want to visit
Italy
User Context
Everything we know about the user
Preferences, previous history, trip stage, user needs,
Has travelled with pets
Uses a wheelchair
Is in the middle of a trip
Has booked flights
Has a few searches for beach
destinations
Has travelled with two young
kids as well as solo business
22
23
Is the paradigm flipped?
Users are
tasked to learn how
to use our systems. We
focus on making it as easy to
use as possible to accomplish task.
Today
System that understands the
users in their natural language.
Dynamic environment
encourages iterations
to help best serve
the customer
need.
Tomorrow
Relationship
will change
24
Our Guiding Principles
We anticipate
the user’s needs
but they are
in control.
We help the user
shape their trip intent
in the way that best
works for them.
We allow the
user to go from
broad to specific
and broad again.
We don’t overwhelm
the user - we show
different layers of
information density.
We are intentional
about when to inspire
and when to inform
and when to sell.
Guiding Principles
25
Learnings
Revisit un met needs and
validate the extended scope.
Earn Trust with users. Start
with assisting and move to
task completion
Define Measure of Success. Be
open to learning which may look
like business results are lagging.
26
Takeaway
Who is your Einstein? What can he
do for your customers?
Build as much as you can
As fast as you can.
We are all just learning embrace
it, even if it feels like the outside
world is moving fast.
We tend to overestimate the effect of a
technology in the short run and underestimate
the effect in the long run. - Roy Amara
Harnessing the Power of GenAI for
Exceptional Product Outcomes
by Booking.com, VP of Product
productschool.com

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Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com, VP of Product

  • 1. Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com, VP of Product productschool.com
  • 2. Level Up Your Team’s Product Management Skills Product Manager Certification™ Product Leader Certification™ Companies We Train Product Marketing Manager Certification™ Artificial Intelligence Product Certification
  • 3. Team Training Level Up Your Team’s Product Management Skills productschool.com
  • 4. Resources Free Product Management Resources Events Courses Podcasts Newsletters Communities eBooks and Reports productschool.com/resources
  • 5. Joe Futty Marketplaces VP of Product, Booking.com Harnessing the Power of GenAI for exceptional Product Outcomes
  • 6. 6 Who am I? Joe Futty Marketplace VP of Product Countries I’ve lived in Places I work(ed) Personal
  • 7. 7 Booking’s mission is to make it easier for everyone to experience the world
  • 8. 8 100M monthly active app users 174,000 destinations around the world Car hire available in 155+ countries and pre-booked taxis in over 600+cities across 130+countries 318M+ verified guest reviews and 24/7 customer service in 45 languages and dialects Since 2010, Booking.com has welcomed 4.5B+ guest arrivals 29M total reported listings worldwide 7.2M options in homes, apartments and other unique places to stay 30 different types of places to stay, including homes, apartments, B&Bs, hostels, farm stays, bungalows, even boats, igloos and treehouses 140offices in 70countries over 5,000employees in Amsterdam
  • 9. 9 Generative AI will have an impact on major areas of all businesses and requires new capabilities Demand Generation Generative AI Technology Internal Productivity Data & Infrastructure Traveler & Partner Product Legal & Risk management approach Talent & People What to look at What to do Product Opportunity
  • 10. 10 Product Opportunity Generative AI will have an impact on major areas of all businesses and requires new capabilities Demand Generation Generative AI Technology Internal Productivity Data & Infrastructure Traveler & Partner Product Legal & Risk management approach Talent & People What to look at What to do
  • 11. 11 How to think about GenAI - Chef with the best recipes. Think of it as a way to teach a computer to become a good chef. We give it lots (all) of "recipes" (data) and tell it what the final "dish" (outcome) should look like. The computer then learns the rules and patterns to create those dishes. Now, Generative AI is like taking the computer-chef to the next level. Instead of just following the recipes it learned, the computer-chef starts to create its own unique dishes.
  • 12. 12 So, GenAI is a special kind of Machine Learning. It’s like a creative chef that uses the knowledge it gained from learning to come up with new and original ideas.
  • 13. 13 How to approach it. “Einstein” in your basement who can take up any expertise role. Your imagination is the limiting factor. Imagination and prompt engineering skills will make your scenario come alive A positive mindset towards GenAI will give you and your product superpowers Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world. - Albert Einstein
  • 14. 14 Learnings from the past 1975 Computer on every desk and every home 2011 Software Eating the world 2023 GenAI …
  • 15.
  • 16. 16 Revisiting The Customer Journey Trip Stages Discovery Planning Search, Book & Play Flights Attractions Cars Taxis Stays Browse and explore Express and capture intent Find and compare results Trip management and change In-trip experience Post-trip Opportunities to solve existing problems 01
  • 17. 17 Revisiting The Customer Journey Trip Stages Discovery Planning Search, Book & Play Flights Attractions Cars Taxis Stays Browse and explore Express and capture intent Find and compare results Trip management and change In-trip experience Post-trip Opportunities to solve existing problems Understanding Customer Intent 01 02
  • 18. 18 Revisiting The Customer Journey Trip Stages Discovery Planning Search, Book & Play Flights Attractions Cars Taxis Stays Browse and explore Express and capture intent Find and compare results Trip management and change In-trip experience Post-trip Opportunities to solve existing problems Understanding Customer Intent Personalized Recommendations via summarization and content generation 01 02 03
  • 19. 19 The art of possible! & Unmet needs of the Traveler Trip Intent Everything the user shares about their trip The trip or idea that the user has in mind is carried through their journey, from broad to specific. Cheap places to go for a week this summer that is beachy with a direct flight I am looking for flights to New York I am looking for apartments in Lisbon I wanna go to a safe destination for LGBTQ people I want to visit Museums in Europe without crowds. I want to visit Italy User Context Everything we know about the user Preferences, previous history, trip stage, user needs, Has travelled with pets Uses a wheelchair Is in the middle of a trip Has booked flights Has a few searches for beach destinations Has travelled with two young kids as well as solo business
  • 20. 20 The art of possible! & Unmet needs of the Traveler Trip Intent Everything the user shares about their trip The trip or idea that the user has in mind is carried through their journey, from broad to specific. Cheap places to go for a week this summer that is beachy with a direct flight I am looking for flights to New York I am looking for apartments in Lisbon I wanna go to a safe destination for LGBTQ people I want to visit Museums in Europe without crowds. I want to visit Italy User Context Everything we know about the user Preferences, previous history, trip stage, user needs, Has travelled with pets Uses a wheelchair Is in the middle of a trip Has booked flights Has a few searches for beach destinations Has travelled with two young kids as well as solo business
  • 21. 21 The art of possible! & Unmet needs of the Traveler Trip Intent Everything the user shares about their trip The trip or idea that the user has in mind is carried through their journey, from broad to specific. Cheap places to go for a week this summer that is beachy with a direct flight I am looking for flights to New York I am looking for apartments in Lisbon I wanna go to a safe destination for LGBTQ people I want to visit Museums in Europe without crowds. I want to visit Italy User Context Everything we know about the user Preferences, previous history, trip stage, user needs, Has travelled with pets Uses a wheelchair Is in the middle of a trip Has booked flights Has a few searches for beach destinations Has travelled with two young kids as well as solo business
  • 22. 22
  • 23. 23 Is the paradigm flipped? Users are tasked to learn how to use our systems. We focus on making it as easy to use as possible to accomplish task. Today System that understands the users in their natural language. Dynamic environment encourages iterations to help best serve the customer need. Tomorrow Relationship will change
  • 24. 24 Our Guiding Principles We anticipate the user’s needs but they are in control. We help the user shape their trip intent in the way that best works for them. We allow the user to go from broad to specific and broad again. We don’t overwhelm the user - we show different layers of information density. We are intentional about when to inspire and when to inform and when to sell. Guiding Principles
  • 25. 25 Learnings Revisit un met needs and validate the extended scope. Earn Trust with users. Start with assisting and move to task completion Define Measure of Success. Be open to learning which may look like business results are lagging.
  • 26. 26 Takeaway Who is your Einstein? What can he do for your customers? Build as much as you can As fast as you can. We are all just learning embrace it, even if it feels like the outside world is moving fast.
  • 27. We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run. - Roy Amara
  • 28. Harnessing the Power of GenAI for Exceptional Product Outcomes by Booking.com, VP of Product productschool.com