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
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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 …

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