Corporate Travel Management (CTM) has launched proprietary artificial intelligence and machine learning capabilities in the company’s online booking tool (OBT), Lightning, to power personalized search results for each traveler’s booking. Joel Bailey, chief technology officer for North America, said adding artificial intelligence and machine learning into the Lightning OBT experience delivers the results travelers want, but that also fit company policy. CTM has worked behind the scenes, he said, to train multiple overlapping algorithms to work with historical booking data, company policies, known preferences and other variables. In doing so, said Bailey, the TMC can serve up more relevant options to travelers, with prediction accuracy continuously increasing as more bookings are made. The launch of Lightning’s AI, according to an announcement, gives CTM the ability to intelligently recommend personalized options, even as different content types and options from suppliers exponentially expand the amount of choice today’s travelers see at the point of booking.