Amadeus Calls for Standards to Enable Agentic AI in Travel Retailing

Amadeus IT Group has outlined its perspective on how artificial intelligence (AI) can transform travel retailing. The company's Chief Technology Officer, Sylvain Roy, argues that enabling AI agents to handle the entire travel journey, from research to booking and servicing, requires shared industry standards and protocols. This is essential for AI to function responsibly and at scale.

Roy highlights that technological advancements alone are insufficient. He points out that while protocols like the Model Context Protocol (MCP) represent an important first step in AI interoperability, they are not adequate for complex retailing workflows. Amadeus believes it is crucial to establish common industry rules covering interoperability, commerce, and payments. High-quality, well-governed data and robust controls are also critical for success.

Amadeus sees emerging commerce protocols, such as the Universal Commerce Protocol (UCP), as offering opportunities to integrate AI natively into shopping flows. These protocols can connect different systems and allow AI agents to access inventory, pricing, and payment functionalities. However, Amadeus cautions that these developments may also pose challenges for travel companies, including the need to upgrade infrastructure and data quality, and risks related to user journey control and algorithmic transparency.

The company stresses the necessity of a neutral execution layer, integrated business logic, and a trusted system of record. These components, according to Roy, are vital for delivering reliable and compliant AI-driven travel experiences. Amadeus asserts that establishing standards is key to fully and safely harnessing the potential of AI in the travel sector.