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Search has evolved. With the arrival of LLMs, the journey from query to purchase has been redefined. Once viewed purely as informational answer engines, these models now serve as a vital transactional layer for ecommerce. This guide breaks down how to leverage this shift to boost sales and engagement.

This whitepaper includes insights from our latest event with OC&C Strategy Consultants, Travel in 2026. It explores everything from macroeconomic headwinds to AI disruption, the modern media landscape and the future of tourism.