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Booking platforms are increasingly leveraging artificial intelligence to move beyond traditional search, aiming to help users discover events even when they have only a vague idea of what they want.

Nadeem Bakhsh, CEO and co-founder of webook.com, explained that their AI booking agent was developed not because existing tools were failing, but to add a new layer of discovery. While search and filters remain effective for users with specific targets, open-ended questions require AI that can understand context.

The agent, initially supporting Arabic and English, interprets informal requests that include location, preferences, or group type. Users can ask for a family activity or something available in the evening without needing precise event names. The system identifies relevant details and matches them with the platform's catalog. Crucially, if information is missing, the AI is designed to ask clarifying questions instead of offering potentially unsuitable generic options.

Bakhsh acknowledges that AI systems make mistakes. He stressed that the agent "should not pretend to know." When faced with unclear or incomplete requests, it should seek more information. The official booking page remains the final authority on availability and pricing, and the AI should direct users to official details or human support if it cannot verify information. The company aims for the recommendations to be based on user intent and genuine availability, not paid advertising disguised as advice.

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should not pretend to know.