Two years after OpenAI launched ChatGPT, industry experts are questioning whether generative AI (gen AI) has been overhyped. Gartner predicts that by the end of 2025, at least 30% of gen AI projects will be abandoned after their proof-of-concept phase, indicating that the technology has hit the "trough of disillusionment, " according to its latest Hype Cycle for Emerging Technologies. This downturn represents a significant shift, as tech executives who once enthusiastically discussed AI are now more cautious, recognizing that expectations have not been met and that many initial applications have stalled. Nevertheless, some leaders, like Rahul Todkar from Tripadvisor, remain optimistic, viewing gen AI as a transformative opportunity. Todkar explained how Tripadvisor uses gen AI to enhance customer experience by personalizing trip planning.

The company leveraged its extensive customer data and advanced recommendations systems to develop the Trip Planning Solution, leading to more than a million trips planned through its AI tool in just nine months. Effective implementation of gen AI at Tripadvisor focuses on proper data management, utilizing platforms like Snowflake for data consolidation, and pairing established commercial models with their proprietary systems to create contextual recommendations. This personalized approach has resulted in up to three times more engagement, contributing positively to revenue. Additionally, Tripadvisor is exploring further applications like review summarization to streamline information retrieval for users. Looking ahead, Todkar envisions the use of generative AI to create interactive experiences, leveraging the extensive image library on their platform for tailored user engagement.