AI transforms online search and travel planning

Artificial intelligence is rapidly changing how users find information online. Traditional keyword‑based SEO is giving way to generative search results from tools such as Google AI Overviews, ChatGPT and Perplexity. Marketing agencies now advise companies to adopt semantic SEO, focusing on topic‑level content, authoritative answers and clear, machine‑readable signals so AI systems can recognise and recommend their sites.

In Slovenia, the tourism sector has launched its own AI solution, Luna, the country's first AI travel adviser. Hosted on the Turistična agencija Sonček website, Luna conducts a conversational interview to understand a traveller’s preferences, budget and desired amenities before presenting a short, curated list of hotels that match the criteria. Users report receiving targeted recommendations within minutes, dramatically reducing the overload of choices that typically accompanies online holiday planning.