In an increasingly technological world, airlines are not lagging behind in the search for innovative solutions to make travel a more comfortable experience. Iberia is betting on technology to offer a flight experience that focuses not only on efficiency but also on the well-being of its passengers. How is it doing this? Through tools based on artificial intelligence (AI), big data, and emerging technologies that can help reduce the fear of flying.
1. Iberia and Artificial Intelligence: A Personalized Approach for Every Passenger
Iberia began using artificial intelligence as part of a broader transformation process that started in 2013 with the arrival of Luis Gallego. Since then, the airline has aimed to improve both customer experience and financial results. In 2018, Iberia decided to take this transformation to the next level by creating the Data and Artificial Intelligence Center of Excellence. This center has been key in gathering and analyzing data to improve the company’s operations and the passenger experience.
According to Ferrán García Rigau, Iberia’s Director of Data and CRM, the purpose of this center is to centralize all the company’s information for more effective use. Through big data and AI models, Iberia analyzes interactions with passengers, daily surveys, complaints, flights, and even aircraft maintenance systems. This allows the airline to predict and solve potential problems before they become inconveniences for passengers, thus improving the experience on every flight.
2. Data Collection and Analysis: Beyond the Statistics
The airline has a centralized platform where millions of data points related to customer experience are stored, including daily surveys, CRM interactions, and operational data. Through this data analysis, Iberia can quickly identify weaknesses in the flight experience and, as a result, improve internal processes.
For example, data analysis helps Iberia understand which aspects of a flight have led to a positive or negative experience for customers. This ranges from seat comfort to the quality of the food service. With these insights, the airline can take proactive steps to offer a more satisfying experience, especially for passengers who suffer from anxiety or fear of flying.
3. AI Applications That Enhance the Passenger Experience
Iberia has implemented 29 artificial intelligence models in various areas of the airline, many of which focus on improving the customer experience. For instance, AI helps personalize the passenger experience from the moment they make a reservation until they land at their destination.
One of the major advancements has been the application of AI to manage aircraft occupancy. Iberia optimizes passenger distribution on board to reduce fuel consumption and ensure comfort, taking both efficiency and traveler preferences into account (for example, families wanting to sit together or business passengers needing to exit quickly). These models are also helping to predict needs such as the amount of food or drinks required during the flight, thus avoiding waste.
4. The Future of Personalization: Towards an Even More Tailored Experience
Thanks to AI, Iberia is advancing toward an unprecedented level of personalization. By gathering 800 daily responses to passenger surveys, the airline can identify areas requiring improvement and tailor its services accordingly. Additionally, Iberia’s digital experience, both on its website and in its Private Area, is already using AI to offer personalized recommendations on destinations, additional services, or even products such as seat reservations or extra baggage.
A clear example of this personalized experience is the Generative Artificial Intelligence Assistant in the Private Area. Passengers can now request recommendations for destinations or services, receiving personalized responses, which makes the travel planning process even more intuitive. On our website, you can also view the cabin in 3D and choose your seat during ticket purchase.
Photo | VladTeodor