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The benefit I see is that it meets users where they presumable already are (GPT). As other comments allude to here, it's clear they see themselves as a staple of the user's online experience.

exactly. Booking.com etc can just use OpenAI APIs to enable a similar voice/ chat interface on top of their search, and then the UX is not limited to 'cards'.

The UI 'cards' will naturally becoming ever increasing, and soon you end up back with a full app within ChatGPT or ChatGPT just becomes an app launcher.

The only advantage I can see is if ChatGPT can use data from other apps/ chats in your searches e.g. find me hotels in NYC for my upcoming trip (and it already knows the types of hotels you like, your budget and your dates)

I think the end game is that rather than spitting out text back, the LLM transforms your plaintext request to something processable, and then chooses some relevant widgets to display the results.