In recent years, the travel industry has witnessed the pivotal role of social media in shaping customer behaviour and preferences, and the airline industry is no exception. With a massive worldwide user base, social media has become a powerful source of inspiration for travellers.
While airlines have been more cautious in adopting artificial intelligence compared to other sectors such as travel agencies or hotels, this trend is rapidly changing.
AI enables personalisation of the shopping experience through data analytics, segmenting passengers based on their search history and spending habits. This results in more accurate recommendations and tailored offers, optimising loyalty and the purchase process.
We have conducted an analysis of how airlines are integrating AI, focusing on three key areas: improving customer experience, optimising operational efficiency and transforming airport operations.
Improving customer experience
Airlines are leveraging artificial intelligence (AI) to transform the passenger experience, offering more personalised, agile and efficient services. A clear example of this trend is Qatar Airways, which has developed its Sama AI virtual assistant, capable of interacting naturally with travellers through voice and chat, facilitating the booking process and offering personalised itineraries. Similarly, United Airlines and Delta Airlines have integrated AI-based assistants within their mobile apps to provide real-time assistance, from flight rebooking to personalised notifications about documentation and connections. Singapore Airlines and Air France have embraced advanced chatbots such as Kris and My Trip Assistant, which provide personalised responses and improve customer communication, while Alaska Airlines stands out with ‘Alaska Inspires’, a generative AI tool that allows passengers to search for destinations based on their preferences and receive information in their language.
Operational efficiency
Many airlines are using AI to optimise resources and reduce costs. Iberia, for example, has implemented systems that optimise the distribution of cargo and passengers to improve fuel consumption, thereby reducing emissions and increasing the sustainability of its flights. Lufthansa has developed tools such as Swifty, a real-time AI assistant that manages itinerary changes and optimises baggage allocation. Air France uses predictive maintenance systems such as Prognos, which anticipates aircraft failures to avoid delays and improve safety. KLM has also made significant progress in reducing food waste, achieving a 63% decrease in catering surplus thanks to its passenger boarding prediction system.
Optimising airport operation
Vinci Airports and Turkish Airlines have implemented AI-based solutions to improve ground handling and the traveller experience within airports. Vinci Airports is testing virtual agents in its terminals to offer multilingual assistance and provide real-time flight and service information. Turkish Airlines has developed a knowledge library powered by advanced language models to improve the efficiency of its customer service and staff training.
Personalisation, driven by technology and a deep understanding of the passenger, has gone from being a trend to becoming the new standard in the airline industry. The ability of airlines to adapt to this change will not only determine their success in meeting the expectations of today’s travellers, but also their relevance in the future of the industry.
