• by Laurie Sullivan , Staff Writer, July 18, 2025

As long as consumers are willing to share lots of personal information with AI agents, artificial intelligence (AI) from companies like Amazon, Google, Meta, Microsoft, OpenAI, Anthropic and others will plan their trip, pick out and purchase wardrobes, and automatically tell them how much it will cost to plan and complete the trip.

Amazon Web Services (AWS) on Friday announced a plan to help companies build a generative AI (GAI) solution using Amazon Bedrock, an Amazon managed service that provides access to GAI foundational models through one API for traditional travel agencies. I believe limiting this process would be a mistake.

The AI boom will change travel, as well as all other sectors that require personalization. The opportunity involves personalizing preferences for all types of markets, from travel and airlines to clothing manufacturers.

I also can see automotive brands using this type of technology for road trip travel packages, and perhaps mapping out restaurants to stop at on the way based on food preferences.

Advertisers will create a new strategy as the evolution of AI agents forces them to shift their focus from only targeting human consumers to influencing AI algorithms.  

Amazon’s technology demonstrates how travel agencies can create packages based on customer profiles and preferences with real-time pricing data.

It demonstrates how to use Amazon Bedrock Knowledge Bases for travel information, Amazon Bedrock Agents for real-time flight details, and Amazon OpenSearch Serverless, a suite of search and analytics tools, for packaged search and retrieval.

Amazon touts this as a tool for travel agencies, but I see it as a recommendations tool for any company that is willing to link and match its products to help consumers plan complete travel plans. The merchant can match all types of requirements with real-time flight and accommodation availability.

The AI-powered solution combines personalization with real-time data integration, enabling the company to match accessibility requirements with current travel options, delivering accurate recommendations in minutes rather than hours.

Amazon’s technology uses a three-layered architecture to personalize recommendations from customer requirements and preferences, with the ability to process requests  using customer data.

The recommendations layer combines two key components. It acts as travel data storage to maintain a searchable repository of travel packages, as well as real-time information retrieval that fetches current flight details through API integration.

Amazon says this layered approach can capture customer requirements, enrich them with stored preferences, integrate real-time data, and deliver personalized recommendations that match customer needs. The following diagram illustrates how these components are implemented using AWS services.