Amadeus unveils new report examining the impact of AI in aviation | News

Agentic AI is changing the way airlines operate and is poised to revolutionize many functions, from e-commerce to operations and distribution.

That’s according to a major new report from Amadeus, supported by Microsoft, which outlines a range of different AI use cases and tangible recommendations identified through interviews with airlines including Azul Linhas Aéreas, Icelandair and Southwest Airlines.

Airlines are reaching a turning point.

Agentic technologies are now mature enough to be deployed in predictable, high-impact workflows, especially in the areas of operations, customer service and e-commerce.

The report identifies five key use cases where airlines can already generate value through artificial AI:

• Automated voice redirection: Testing shows that an airline AI agent can identify a booking, understand a verbal change request, suggest new options, articulate the fare difference and initiate payment. The AI ​​agent can handle multiple calls in the traveler’s preferred language, with the aim of reducing call waiting times. Amadeus has successfully tested this technology and is now ready to go into production.
• Agentic trading: The report cites AI’s ability to plan, book and service tailor-made trips, identifying opportunities across airline touchpoints such as website, mobile or call center, and outlining options for how airlines can collaborate with AI assistants such as Microsoft Copilot and ChatGPT.
• Intelligent Digital Marketing: Another AI agent enables more agile marketing by identifying underperforming routes, recommending a campaign strategy, generating digital ads, and distributing spend across channels before executing and reporting results.
• Turnaround management: Teams of AI agents can support aircraft turnaround by monitoring maintenance, crewing, refueling and other processes to recommend an integrated plan. Icelandair and Southwest Airlines are exploring AI-based decision support to improve operational planning.
• Personalized offers and customer experience: AI agents replace static rules and overcome data fragmentation so airlines can package customized offers and tailored digital experiences. AI allows airlines to orchestrate each traveler’s journey and align individual needs with the airline’s strategic priorities.

Cyril Tetaz, Executive Vice President, Airline Solutions, Amadeus said: “We expect agentic AI to improve almost every airline workflow, from network planning to customer service. And for Amadeus, I see great opportunities for AI to power our applications and introduce new capabilities. Additionally, as a trusted system in the travel industry, we facilitate connectivity and orchestration in the travel industry at scale, and this new technology will help us accelerate progress toward a smoother, more connected journey.”

The report includes five key recommendations for airlines adopting AI, starting with the need to build strong data foundations.

The results achieved with AI are highly dependent on the quality, availability and structure of aviation data, making data preparation a crucial first step.

From there, airlines are encouraged to focus on the workflows where AI can have the biggest impact – whether it’s cost reduction or revenue generation – and take a targeted, scalable approach.

The report highlights the importance of identifying the use cases that will deliver measurable value, questioning whether AI is indeed the right tool to use in each case. Where AI is the right tool, strong governance is critical to ensure it can scale responsibly, build trust and deliver real value to both airlines and travelers.

Julie Shainock, Global Managing Director, Travel, Transport & Logistics at Microsoft reiterates this point: “2026 will be a defining year for agentic AI in aviation. Over the next 18 months, most airlines will move from exploration to real-world deployment, embedding agents throughout the traveler journey and into core operations.”

Download the report here.

More information

Maher Kouba, Executive Vice President, Travel unit at Amadeus, speaks to Breaking Travel News editor Justin Cooke about the report and the broader transformation of aviation technology.