Google’s artificial intelligence (AI) initiatives are front and center following the latest financial results from parent company, Alphabet. In addition to a 14% increase in revenue during the second quarter, Alphabet CEO Sundar Pichai said AI Overviews are now driving 10% more queries globally.

At Phocuswright Europe in Barcelona last month, Sergio Torrijos Selma, director of travel for Google, shared an example search on Google, asking it to “plan me a weekend in Miami for a foodie.” In just the first answer, Torrijos Selma said travelers receive information about flights and hotels, as well as restaurants.

“In just a moment, we have been able to get an overview of what a weekend in Miami could be with almost just one search,” he said.

After concluding his insights presentation, Torrijos Selma addressed the need to strike a balance between convenience and fun in the trip planning process. While some travelers enjoy sifting through content and don’t mind spending time finding the best travel options, Torrijos Selma said new search features allow for the fun while making it more convenient to find ideal options.

Torrijos Selma also addressed marketers’ concerns about visibility with new search processes like AI Overviews.

“I think there has not been a better time to be a marketer than today, honestly,” Torrijos Selma said. “For some of us that have been working in marketing for years, we have been listening to the promise of hyper personalization … I think we are closer than ever.”

According to Torrijos Selma, while businesses may still appear in organic search results, Google is also testing opportunities to put ads into AI Overviews.

Torrijos Selma further discussed personalized trip planning, travel demand trends, additional uses for AI and more.

Below, watch Torrijos Selma’s full presentation and his conversation with Madeline List, manager of research and special projects at Phocuswright.