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Google Rolls Out AI Travel Search While EU Regulators Eye Market Dominance

By  |  August 14, 2025

Google has unveiled a new artificial intelligence-powered feature to help travelers uncover cheaper flights, even as antitrust authorities intensify investigations into the tech giant’s dominance in the travel search market.

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    The service, called Flight Deals, is being introduced as part of Google Flights and aims to cater to “flexible travelers” by allowing natural language queries. Users can enter detailed descriptions such as a “week-long trip this winter to a city with great food, nonstop only” and receive tailored airfare suggestions, according to Reuters. The tool uses AI to interpret user intent and pull relevant results from live flight data.

    The timing of the launch coincides with heightened regulatory attention. Per Reuters, the European Commission is investigating whether Google prioritizes its own services, including Google Flights, in a manner that undermines competitors. This probe falls under the EU’s new Digital Markets Act, legislation designed to limit the influence of dominant online platforms.

    In response to regulatory pressure, Google is reportedly considering adjustments to its travel search services, including adding a price-comparison box to search results. Such changes could be part of the company’s strategy to address antitrust concerns and avoid potential enforcement actions.

    Related: Perplexity Seeks Chrome Takeover as US Weighs Breaking Up Google

    Flight Deals is debuting in beta in the United States, Canada, and India, with a broader rollout planned after user feedback. Google says the trial period will help assess how AI can enhance travel planning. The company has not disclosed which AI models power the tool or provided details on its data sources and privacy measures.

    The move comes as competitors like Booking.com, Expedia, and MakeMyTrip have already integrated AI into their platforms. While Google may be entering later than some rivals, its global reach and search dominance could give it a competitive edge — a factor that regulators are watching closely.

    The existing Google Flights interface, which launched in 2011, will remain available and is also receiving an update allowing travelers to exclude basic economy fares on U.S. and Canadian routes.

    This combination of expansion and scrutiny underscores the dual challenge Google faces: advancing its AI capabilities while navigating growing concerns over market fairness.

    Source: Tech Crunch