Market & IndustrySmart
When AI books the rental car, who gets the sale?
AI is moving into rental-car booking: the key issue is who controls the customer relationship and the final margin.
15 September 2026 1 min read 21 views
Artificial intelligence is changing rental-car booking as well. If a digital platform picks the best offer for the user, the real question is who manages the commercial relationship and the final sale.
For the market, this brings new opportunities but also tougher competition among operators, intermediaries and software providers. In Italy, where rental is increasingly booked online, those who can control data, pricing and AI channels may gain a decisive edge.