Google integrates AI into its flight deals service, aiming to attract travelers with smarter recommendations as competition and antitrust pressure grow.
Even as regulators continue to query whether the search giant’s dominance in travel discovery stifles competition, Google announced a new AI-powered search tool to assist travelers in locating flight deals on Thursday.
The new tool, Flight Deals, is accessible within Google Flights and is intended to assist “flexible travelers” in locating more affordable fares.
Users can input natural language queries into a search bar, specifying the date and method of their travel, and the AI will present them with compatible options.
According to a blog post by Google, these inquiries may include “a nonstop, week-long trip to a city with exceptional cuisine this winter” or “a 10-day ski trip to a world-class resort with fresh powder!”
Google informed TechCrunch that Flight Deals employs a customized version of Gemini 2.5. The pricing information is derived from real-time data feeds with airlines and other travel companies.
The company stated that the prices displayed in Flight Deals are consistent with Google Flights’ current preferences. However, it employs artificial intelligence (AI) to analyze natural language queries and present suitable destinations.
The company stated that the tool prioritizes results based on the percentage of savings, with the highest savings appearing first. The lower absolute price is displayed first if the savings percentages are equal.
According to the organization, promotions lacking a savings emblem are prioritized according to their lowest price.
Google informed TechCrunch that the ranking and availability of discounts on the tool may fluctuate due to the frequent changes in flight prices.
Currently, the European Commission and other regulators are investigating the potential instances in which Google may be favoring its search products, such as Google Flights, to undermine competition.
Google is being targeted by EU regulators for enforcement under the Digital Markets Act to limit the influence of major technology platforms.
The Alphabet-owned unit is reportedly intending to propose changes to appease regulators, including the addition of a price-comparison box in search results, in response.
Google has introduced Flight Deals in beta form, intending to expand its availability to the United States, Canada, and India within the next week.
The beta release is intended to “gather feedback and investigate how AI can enhance travel planning,” according to the company.
Google confirmed to TechCrunch that it regards user queries as search history. Users can manage or delete their history created through the tool by visiting MyActivity.
The most recent development is a component of a more extensive experiment in which Google aims to compete with OpenAI, Anthropic, Perplexity, and other significant AI players by incorporating generative AI into travel search.
Booking.com, Expedia, and MakeMyTrip, an Indian travel aggregator, have already implemented AI integrations to simplify the trip planning process. In that regard, Google is somewhat tardy.
However, if the tool is effective and acquires traction, the company could still pose a significant challenge due to its scale and reach.
However, the traditional Google Flights interface will persist. The original flight search tool, which was introduced in 2011, is also undergoing an update, which includes the ability to exclude basic economy fares for journeys within the United States and Canada.
