That shift poses an existential branding challenge for airlines, hotels, and other travel firms whose products are selected less by people browsing and more by machines optimizing outcomes on their behalf , according to Doyle.

Any mass market service that is not subject to real competition optimizes outcomes for the benefit of the service owner.

It’s like with say Instagram, there is clearly a demand for the service, but the service optimizes outcomes for the benefit of Meta and not the users.

Don’t worry, these desperate llm companies will let your brand “suggest” to users, for a small large fee.