and then another potential competitor to Muse, a much smaller competitor and one of the internet's old original aggregators of e-commerce, Booking Holdings. That is the holding company for Booking.com, Priceline, and others.
The more interesting thing happening here, companies like Booking Holdings, which has fallen again. This is a risk for them as it was in recent years when they were battling platforms like Google doing their own aggregation work, Google Flights, allowing users directly within Google Search or the Google ecosystem to be able to aggregate prices on travel and accommodations.
It's basically happening all over again for Booking, but this time with AI agents. They have responded in the past by creating their own connected ecosystem and travel planning super app, and I have no doubt Booking will do it again with its own vertical AI agent.