Fora has acquired Legends, an AI-powered data platform that refines traveler information into actionable insights. This move signals a broader trend: AI is increasingly being embedded as an infrastructure tool — fueling personalization, operations, and distribution — rather than serving as a flashy front-end gimmick.
“The power of the Legends product to turn the data we all produce in our phones, in our emails, and in our calendars into actionable insight immediately excited the builder in me, envisioning the many ways we could deploy this across our platform,” said Jake Peters, Co‑Founder and Chief Product & Technology Officer of Fora. “We’ve been talking with Legends Co‑Founders, Shaina Shiwarski and Stephanie Daniel, for a few years about how to bring their tech into Fora. Ultimately, it made the most sense to make this part of our core platform — not just an add on.”
AI is quietly transforming travel operations across the industry. Booking.com’s parent company, Booking Holdings, is building a connected trip experience using generative AI to integrate flights, hotels, ground transport, and activities into a single interface. Generative AI is something that should know everything about you and tailor travel recommendations through various phases of life, according to CEO Glenn Fogel in an interview with CNBC last year.
Elsewhere, airlines, hotels, and OTAs report behind-the-scenes AI tools managing everything from dynamic pricing and upgrade automation, such as Delta’s ramp-up of AI-based dynamic fare adjustments and Marriott’s algorithmic suite upgrades, to proactive itinerary planning and rebooking in real time, according to the Washington Post.
Fora’s acquisition of Legends isn’t just another tech announcement. It reflects a strategic shift in the industry: AI is increasingly the engine powering better service and smarter operations—while the intentional role of advisors remains central.
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