Apps were supposed to make life easier to navigate, but they often create more complexity. Planning a trip can involve hundreds of digital touchpoints over several months. But new advances–especially the growth of AI agents–coupled with ambient and voice-recognition technology, could make apps obsolete. BCG’s Dutch MacDonald imagines a world where, for example, we could just have a conversation with our personal AI assistant about our dream vacation and it could do all the planning and booking for us. 

Learn More: 

Dutch:https://on.bcg.com/4k3Hy5s 

How AI Agents Are Opening the Golden Era of Customer Experience: https://on.bcg.com/4ndwK7K 

BCG’s Latest Thinking on AI: https://on.bcg.com/3ZMzmj0 

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