Alaska Airlines has taken a bold step by implementing generative AI technology in their flight searches. Through a pilot program that began on April 19, the airline has incorporated a flight-search tool powered by OpenAI, allowing users to request travel recommendations based on specific criteria such as timing, cost, and type of trip.
This innovative tool enables flyers to input their preferences in a conversational manner, such as “I’d like to take a vacation in the mountains for four days in July on a budget.” In response, the AI engine generates personalized flight suggestions from the user’s origin city. Additionally, users have the option to access information on why certain flights and destinations were recommended, enhancing transparency and trust in the process.
Alaska Airlines’ managing director of product and digital experiences, Natalie Bowman, asserts that the airline is leading the charge in the U.S. aviation sector with this initiative. While other travel brands like Marriott Bonvoy and Expedia have also adopted generative AI trip planners, Alaska Airlines’ tool sets itself apart by focusing solely on flights within their own booking tool. However, the airline plans to introduce a more advanced generative AI tool in August, leveraging Google’s Gemini AI platform to provide interactive maps, photographs, and aerial views of destinations.
Bowman emphasizes the tool’s potential to streamline the travel planning process, particularly during the early stages of decision-making. By offering personalized recommendations and rich content, Alaska Airlines aims to reduce the average number of interactions customers have before purchasing a ticket. Bowman believes that expediting the decision-making process will not only increase conversion rates but also drive revenue for the airline.
In the coming months, Alaska Airlines plans to expand the availability of the generative AI tool to all website visitors starting June 1. By providing multiple avenues for customers to explore and book travel based on their preferences, the airline seeks to enhance the overall booking experience.
Alaska Airlines’ embrace of generative AI technology represents a significant leap forward in revolutionizing flight searches and enhancing user experience. By leveraging artificial intelligence to provide personalized recommendations and rich content, the airline is poised to streamline the travel planning process and drive increased revenue. As the aviation industry continues to evolve, Alaska Airlines stands out as a trailblazer in embracing innovative solutions to meet the changing needs of travelers.