Salesforce and TripADeal have launched a new AI-driven immersive experience titled 'What AI Was Meant to Be' in Sydney's central business district. Described as a world-first, the activation is designed to showcase the potential collaboration between humans and autonomous AI agents in delivering personalised travel experiences.

The initiative utilises Salesforce's Agentforce AI system to enhance TripADeal's travel consultants, aiming to improve customer service and experience. The AI system is integrated to augment the capabilities of human consultants, allowing for a seamless handover of complex queries and ensuring a smooth customer experience.

A YouGov survey commissioned by Salesforce provides insight into current travel trends among Australians. The research indicates that 59% of Australians are interested in receiving personalised travel recommendations. Furthermore, 66% of Australians are likely to book travel online in the next six months. The survey, which included over 1,000 respondents, was conducted online between March 6 and March 9, 2025. The data was weighted by age, gender, and region to align with the latest Australian Bureau of Statistics population estimates.

TripADeal's AI agent functions as a virtual travel consultant, capable of conversing in natural language and recommending travel deals. The AI agent is designed to handle straightforward queries, while more complex issues are referred to human consultants. This approach aims to enhance the overall customer experience by combining the efficiency of AI with the expertise of human consultants.

The activation also features an AI-powered digital love lock wall, where visitors can create a custom digital love lock and design a dream getaway. Participants in the activation have the opportunity to win a $10,000 TripADeal voucher.

Additional findings from the survey reveal that men and those residing in capital cities are more inclined to book experiences online. Younger generations, particularly Gen Z and Millennials, display a higher interest in personalised travel recommendations.

Salesforce’s Senior Vice President and Chief Marketing Officer of Australia and New Zealand, Leandro Perez, said: "The YouGov research shows us that there is a growing demand from Aussie travellers for personalised, curated travel recommendations, and that more Aussies than ever are booking travel online. For TripADeal, agentic AI is playing an important role in helping to meet this demand and redefining the overall customer experience the company provides.

"Humans and autonomous AI agents are working together to deliver the very best outcome for TripADeal’s customers, allowing the company to scale customer experience and better support their travel consultants.

"It’s a key component of our ongoing commitment to help marketers and customer experience leaders realise the possibilities and transformative outcomes they can achieve by harnessing the power of Agentforce. This level of personalisation and service will not just redefine the travel industry but all industries.

"Through this activation, we wanted to showcase AI as it’s meant to be for every Australian business, especially those who are focused on super charging their customer experience. It’s been amazing to see the interest the activation has generated across the board. From business owners to members of the general public, people are walking past and popping in to see what it’s all about, and they’re experiencing for themselves how easy it is to interact with the AI agent and build a dream holiday that is truly unique to them, which is core to TripADeal’s offering."

The event is being held at Martin Place, Sydney, from March 12 to March 14, 2025.