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Cultivating Curiosity and Championing AI Adoption at trivago
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Cultivating Curiosity and Championing AI Adoption at trivago

Learn about our transformative journey to unlock value with AI.
Workforce transformation remains one of the biggest challenges in embracing AI. How can you foster a positive mindset around AI, reduce fear and resistance by showcasing opportunities and encourage adoption? In this blog, we will look at how trivago’s culture of curiosity has fostered a mindset change driving the embrace of AI at the individual level and within its product.
Mindset matters:
“Our ambition at trivago is to be the fastest learning company. To achieve this, we place a high value on immersing ourselves in cutting-edge technology and leveraging it to create tangible value for ourselves and the users of our product. This is rooted in our commitment to growth mindset, challenging the status quo, and staying curious. I’m very proud to see how our team is innovatively using AI across the business to optimize processes and unleash creativity.”
Johannes Thomas, CEO of trivago.
Success powered by AI at trivago
Core Product
We are proud of our AI-powered product enhancements including our most recent feature, Hotel Highlights. This feature provides users with information on distinct aspects of each hotel, helping them make a more informed decision. We continue to scale this feature across more of our markets and are pleased with the positive results thus far. Our tests indicate increased user engagement and improved search experience. And this is only the beginning, we continue to test new ways to use AI in improving our users experience and adding value.
Marketing
trivago’s marketing team is leading the way in harnessing AI in the field. Staying true to our test and learn approach, our teams are consistently trialing cutting-edge technology to optimize production time, enhance the creative process, and save costs. We have successfully utilized AI in the localization of creatives, allowing us to take charge of our processes, internalize learnings, and enable a more customized and responsive marketing strategy. In 2023, as part of our brand refresh, we launched our first AI-integrated TVC. This technology allowed us to produce and localize TV ads in over ten different languages, all featuring the same actor, but with individually tailored, culturally relevant voiceovers for each market. 35 different campaigns were created, all completed in-house, not only reducing costs but increasing our speed to market. Our marketing team is also making strides in training our own GPTs for content creation. This includes generating text to image illustrations, which has enabled us to increase the volume of illustrative content, provide team flexibility, and decrease costs.

Boost Productivity
Our talents use several platforms to improve their daily work and productivity. Tools such as Microsoft Copilot, Zoom AI Companion, and our own multimodal trivago Copilot, which assists with multiple tasks from coding to image generation. Developed with our unique use cases in mind, trivago copilot is customized with a variety of plug-ins and is very secure.