Boss says German firm also investing in generative engine optimisation to help push it to top of chatbot responses

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Tui, Europe’s biggest travel operator, has said it is investing heavily in AI as more people turn to ChatGPT to help book their holidays, including using the technology to create “inspirational” videos and content.

The chief executive, Sebastian Ebel, said the company was investing in generative engine optimisation (GEO), the latest incarnation of search engine optimisation (SEO), to help push Tui to the top of results from AI chatbots including ChatGPT and Gemini.