How AI and social commerce are shaping the future of travel

Blending personalized automation with authentic human connection in a mobile-first, social-first world

AI and social commerce are revolutionizing the travel industry by combining personalized automation with authentic human engagement. Social media platforms are becoming the primary discovery tools for travelers, moving beyond traditional search engines. In Sub-Saharan Africa, smartphone adoption is set to increase, reshaping how travelers search, engage, and book. At WiT Africa 2025, speakers highlighted AI's disruptive impact, particularly the shift from static marketing to social-media-driven bookings. Generative AI is expected to further transform the industry by enhancing personalization.

Key takeaways

• AI revolution: AI is moving from discovery functions to personal agents, enhancing the travel experience by driving personalization.
• Shift to social commerce: Social media platforms are now the primary space for discovery, with companies like Travelstart adopting a "social-first" strategy that focuses on engagement rather than traditional marketing.
• Influencers as conversion agents: Influencers are becoming essential in driving bookings, with a focus on authenticity and trust over follower count.
• Human touch with AI: AI should complement human interactions in travel, enhancing behind-the-scenes tasks to free up time for more meaningful connections with customers.

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