Case Study: Priceline builds a standout AI travel assistant brand with Fantasy

Priceline saves nearly 10 minutes per trip with Fantasy

Fantasy partnered with Priceline to upgrade its AI travel assistant, Penny. While the technology was strong and served millions, its interface was generic and did not match Priceline's ambition for this central product, leaving room for growth in both visual identity and user experience.

Fantasy designed a complete visual and motion identity for Penny, creating an expressive and modular interface system that makes the AI's processes visible to travelers. This solution turned latency into comprehension and gave Penny a distinct personality. The results were significant, with users saving an average of ten minutes per trip and an independent analysis ranking Penny as the top full AI booking experience. Fantasy's work provided a scalable system that contributed to a noticeable uplift in user engagement.

Priceline