The traditional guest journey, a straightforward path from dreaming and discovery to conversion and experience, is being fundamentally reshaped by AI. Large Language Models (LLMs) are creating a new, non-linear journeys by delivering multimodal, personalized, and conversational experiences right from the discovery phase. This shift is happening quickly, with the ’hockey-stick’ growth in traffic driven by LLMs showing that AI is set to become a major force in driving web traffic.
