Travel search engine Kayak will now allow users to research trips ahead of booking using AI. The company this week launched an “AI Mode” feature that lets users ask travel- questions as well as compare and book flights, hotels, and cars, through an AI chatbot integrated on the company’s website.

The feature is currently available across both desktop and mobile web, and takes advantage of Kayak’s integration with ChatGPT to deliver contextual results.

The rollout follows the company’s April launch of Kayak.ai, built as a testing ground for working with AI technology. That site also combined Kayak’s data and tools with OpenAI’s technology, letting its tech team try out AI features ahead of bringing them over to Kayak.com

Essentially, the AI Mode feature offers the same functionality as the Kayak.ai website, but is now built directly into Kayak’s website. The company suggests users could ask the chatbot for travel ideas, like locations to fly to for under a certain price point, the best deals to a preferred destination, comparing hotel amenities, finding nonstop flights, rental car options, and more.

Plus, users can ask the AI more open-ended questions, like “I want to party for NYE — where should I go?” to get recommendations without having specific destinations in mind. Or they could learn when the best time to fly somewhere would be, based on ticket prices. (Kayak has shared other AI prompt ideas on its own blog).

The feature could be useful in helping consumers in the earlier stages of travel planning, when they’re just exploring ideas. However, it remains to be seen if AI users readily convert to paying customers using these methods.

AI Mode is initially available in English in the United States, but will expand to other countries and languages later in the month. The company also plans to roll out the feature to more platforms and add support for voice-based requests “soon.”

Travel is an area that’s being explored by AI providers and travel companies alike, as online booking can be a frustrating and tedious experience for consumers as it stands today. To test consumer demand for AI solutions, OpenAI recently announced deals with travel companies like Expedia and Booking.com. (The latter is also owned by Kayak’s parent company, Booking Holdings). As a result, those services can now operate as apps inside ChatGPT.

By comparison, Kayak’s decision to run the AI chatbot on its own site could provide the company with more direct access to consumer insights about the AI’s use.