Priceline Deploys AI Agents Around Chatbot

Brett Keller, who stepped down as Priceline CEO last month after a decade in the role, reflected on the company's evolution and marketing milestones in a recent Skift interview. He said Priceline, now a brand within Booking Holdings offering 1.2 million accommodations in 166 countries, uses a Penny chatbot supported by about a dozen AI agents handling shopping, cancellations and other workflows.