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    Booking Holdings CFO says even AI hyperscalers don’t know their ROI — but he’s learning from his ‘AI coach’

    Fortune
    October 2, 2026
    via Fortune

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    Booking Holdings CFO says even AI hyperscalers don’t know their ROI — but he’s learning from his ‘AI coach’

    At Fortune's AIQ Summit, Ewout Steenbergen said AI is cutting costs but LLMs still only send it less than 1% of its room nights.

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