According to CoinMeta, Booking Holdings Chief Financial Officer Ewout Steenbergen stated at the Fortune AIQ summit that even the AI supercomputers that spend billions of dollars developing large language models cannot accurately predict return on investment (ROI). He pointed out that companies using these models spend less compared to those developing them in-house and only need to focus on cost control. Steenbergen also mentioned that Booking is reengineering processes to enhance the customer experience, with the expectation that AI will make travel more convenient and reduce marketing costs. Although currently, recommendations from large language models account for less than 1% of total room nights, he believes there will be significant benefits in the future.