May generative AI make Google Maps a full journey app?

Generative AI has the ability to supercharge maps and switch journey planning on its head, in accordance with a report from Lufthansa Innovation Hub (LIH).

In its newest examine, LIH says the combination of generative AI with map-based interfaces “not solely has the capability to enhance our interactions with the app however may actually revolutionize the whole journey planning course of, from inspiration to itinerary creation, and, most significantly, real-time exploration.”

The report, penned by LIH managing director Christine Wang, urges the business to alter how it’s utilizing AI presently in itinerary planning, saying that use case would not cater to completely different traveler preferences and wishes. It provides that real-time info is lacking so removed from ChatGPT or related functions, which additional limits the worth of itineraries.

The “All Nice Journeys Begin with a Map” examine additionally questions whether or not text-based chatbots and conversational search are the easiest way to assemble info on what prospects are on the lookout for.

“Vacationers might discover it extra handy to pick out these components by filters and checkboxes somewhat than partaking in a text-based dialog,” says the report.

Whereas the examine highlights quite a lot of startups, some utilizing generative AI, working to mix journey planning and maps, it says Google Maps is the one to observe because it’s already a software that tens of millions of vacationers worldwide depend on for its immersive navigation options and the power to serve up what’s accessible in an space.

The report says: “In essence, Google has constructed the inspiration for an ‘everything-simulator’ inside its platform.”

It is not the primary time Google Maps has been mooted because the potential killer app for journey planning. Again in 2019, writing for PhocusWire, journey tech commentator and angel investor Mario Gavira stated: “Mix this international military of native specialists with Google’s limitless capability to trace actions of all its Maps customers (locations visited, saved, rated, and many others.) and also you get the image: a quickly increasing database of the practically whole human information of anywhere on earth.”

A 12 months in the past Wang herself questioned why folks weren’t constructing on high of Google Maps extra throughout an interview at Phocuswright Europe 2022 (full video under).

Speaking about innovation gaps she referred to a mountaineering journey in Eire and the frustration of switching between maps and different content material.

“Why cannot we discover information layers and lay it on high and have extra worth propositions round that. Google Maps or maps on the whole could possibly be a centralized platform the place you can do up tremendous app options,” she stated on the time.

The LIH report flags 10 potential AI-powered options that Google Maps may supply together with:

• A “Feeling Fortunate” button may counsel an area hidden gem based mostly on location and former likes, including a component of exploring.
• Built-in occasion discovery would allow Google Maps to indicate close by live shows, exhibitions and
  festivals based mostly in your previous occasion attendance and pursuits.
• Accessible journey planning with Google Maps utilizing search historical past on venues with accessibility options to floor routes and services to enhance journey for these with mobility points. 

Winner takes all?

“The primary path is to see what Google does. I used to be in Mountain View [Google HQ] one-and-a-half years in the past and requested why they have not carried out extra. It is a gold mine, however it would not appear to have them a lot. They’re extra targeted on the B2B enterprise, so the query is whether or not Google Maps would be the future platform for all these completely different providers or will there be some form of competitor?” Wang stated.

“At this level I do not see some other other than perhaps Apple maps. And sure you will have the Chinese language rivals, however is that this going to be the platform everybody goes to be constructing on or will you will have a serious disruptor coming into the market and really integrating Google Maps and the information and providers into their service?”

She additionally factors to current bulletins from Google round augmented and digital actuality in addition to its Immersive View function, which show developments are going on this path.

“The second half is the ability of generative AI to higher map private preferences. It is not one thing new, we have seen how Netflix has carried out a very good job in making an attempt to map our tastes, however with generative AI we’re actually speaking about rather more highly effective massive language fashions,” she stated.

“The query is how briskly does this neighborhood develop new options. In a approach that is actually thrilling to consider. If a ChatGPT-underlying expertise can actually map our preferences, it is larger than simply journey. There are such a lot of use instances that can span from it if AI actually can be taught ones personal tastes. It is nearly like everybody has their very own AI of their pocket.”

Many in journey consider shoppers benefit from the journey discovery section and level to the path of failed journey planning startups, however Wang says it is unlikely shoppers take pleasure in making an attempt to sift by countless decisions to uncover the little particulars they want for his or her journey.

“Citing psychological analysis findings, there is a chocolate check. Should you give folks 60 completely different pralines to select from or three, it is both too overwhelming or they do not really feel like they’ve the selection. So, researchers settled at round six,” she stated.

“It might be tremendous enjoyable to observe a film or documentary round Brazil to know the place to journey to however then going into the nitty gritty of the place to I discover ATMs, what do I do, the place do I have to go – I believe that is not one thing folks actually love to do and that appears extra like a chore than inspiration.”

Wang additionally feels that every one the data required to deliver map-based inspiration and search to life is on the web however the query is how it’s introduced collectively in sensible approach, “within the immediate that I am touring.”

“I believe AI can empower it and actually assist to unravel the matching and personalization piece. I do assume by way of interface it makes a lot sense to make use of a map. For me, maps are one thing which might be so good of their interface, you do not even notice you are utilizing it on a day-to-day foundation.”

Watch Christine Wang speak concerning the map alternative within the PhocusWire studio at Phocuswright Europe a 12 months in the past: