February may have been the shortest month of the year, but that didn’t mean fewer innovations were launched in the airline industry—quite the opposite. Airline innovation is back at full steam, and if one trend has dominated recent developments, it’s the unstoppable momentum of AI.
From personalized digital assistants to automation breakthroughs, AI continues to drive transformation across customer interactions, airline operations, and the traveler experience.
This month’s OAG Airline-Tech Innovation Radar highlights three of the most exciting real-world innovation launches—showcasing how airlines, airports, and technology providers are putting AI and digital solutions to work in ways that have immediate, tangible impact.
Let’s dive in, starting with Innovation #1, which explores how Generative AI is reshaping airline customer interactions.
Innovation #1: Qatar Airways Takes Airline Customer Service to the Next Level
Over the past few years, airline customer service has been under immense pressure—with long hotline wait times, limited self-service options, and chaotic airport service counters during flight disruptions fueling rising passenger frustration. While airlines cautiously experimented with AI-powered service tools throughout 2023, the past few months have marked a turning point.
Generative AI is no longer an experiment—it’s becoming a core part of airline customer interactions.
In just the past four weeks, several airlines have launched AI-powered chatbots and digital assistants to streamline customer service. Leading the charge is Qatar Airways, expanding the capabilities of its AI-powered virtual assistant, Sama, with emotionally aware AI and in-flight personalization.
Here’s how it works:
Qatar Airways introduced Sama last year as a holographic virtual assistant on its metaverse platform QVerse, mobile app, and website. Now, the airline has enhanced Sama with advanced AI capabilities, setting new standards for hyper-personalized travel experiences.
- Sama can now interpret user emotions and recommend travel destinations based on subtle emotional cues, marking a breakthrough in emotionally aware AI that could transform how travelers discover and book trips.
- Business Class passengers can now browse menus through the Qatar Airways app, with Sama suggesting chef’s specials and dietary-specific options like vegetarian meals.
Why does this innovation stand out?
Qatar Airways is pushing the boundaries of AI-powered airline experiences, combining Generative AI, emotional recognition, and holographic interfaces to redefine airline-customer interactions.
While Qatar Airways is at the forefront, other airlines have also been doubling down on AI-driven service tools in the past month. Here are three examples:
- SriLankan Airlines’ AI Chatbot “Yaana”: Powered by GPT-4, Yaana apparently handled 12,000 queries with an 88% autonomous resolution rate in just a few weeks, significantly easing the workload on human agents.
- Cebu Pacific’s 24/7 AI Service Agent: The airline introduced its first-ever Generative AI-powered digital assistant, providing round-the-clock support for flight bookings, modifications, and travel document guidance.
- Virgin Australia is using AI for Call Centers and Self-Service: Virgin has integrated conversational AI into its contact centers, allowing passengers to digitally manage flight rebookings, though full details on its capabilities remain undisclosed.
What all these examples show: 2025 is shaping up to be the year AI goes from hype to real-world impact in Airline Tech.
Innovation #2: Amazon’s Alexa+ Brings AI-Powered Voice Assistance to Travel Booking
While airlines are increasingly adopting AI-powered assistants within their own ecosystems, a major AI development outside the immediate airline sector could have big implications for how flights and travel services are booked in the near future.
The big news? Amazon has unveiled Alexa+, a next-generation AI assistant powered by Generative AI, marking a major evolution from the pre-programmed Alexa voice assistant model of the past.
This move positions Amazon alongside Google, OpenAI, and Meta in the race to build AI-driven personal assistants at scale, with Alexa+ promising to be significantly more conversational, smarter, and highly personalized compared to its predecessor.
Here’s how it works:
- Alexa+ is now powered by Generative AI, making it more intuitive and able to handle complex, multi-step tasks seamlessly.
- Alexa+ will remember context between different devices, allowing for fluid, ongoing conversations across Echo devices, phones, browsers, the Alexa app, and the new Alexa.com platform.
Why does this innovation stand out?
The potential impact on travel booking could be significant. Alexa+ is not just a voice assistant—it is designed to work behind the scenes to coordinate multiple services at once, which is particularly relevant for trip planning.
- For example, as Skift reported, Alexa+ could seamlessly book a flight, make a dinner reservation via OpenTable, arrange an Uber for a friend, and text them the details—all in a single, voice-activated interaction.
- Amazon is also strategically launching Alexa+ with several travel partners, including Booking Holdings (Priceline and OpenTable), Tripadvisor, and Uber. This integration means Alexa+ can directly access these platforms to complete travel-related requests, making it one of the most comprehensive AI-powered personal travel assistants yet.
Amazon’s competitive edge?
Unlike other AI players, Amazon is rolling the service out at no additional cost for Prime members–an aggressive distribution move that could quickly scale adoption.
What does this mean for the airline industry?
While airlines are actively integrating AI-powered assistants into their own apps and websites, Amazon’s Alexa+ could become a powerful third-party interface for travel bookings.
With its deep ecosystem and customer-first integrations, Amazon has a strong track record of making digital consumer tools feel more intuitive and frictionless than traditional airline and travel booking interfaces.
Whether Alexa+ truly reshapes travel booking remains to be seen, but it signals a growing shift toward AI-driven, voice-first trip planning that airlines and travel brands will need to watch closely.
Innovation #3: Skyscanner Introduces A Smarter Way to Track Flight Price Reductions
While AI has dominated recent Airline-Tech discussions, our final innovation of the month operates outside the AI space—but its impact on travelers should not be underestimated.
The innovation? Skyscanner has launched DROPS, an app-exclusive feature that alerts users when flight prices drop by more than 20% compared to their lowest price in the past seven days.
Here’s how it works:
- DROPS constantly monitors flight prices and flags any price reductions exceeding 20%.
- It updates daily, ensuring travelers always have access to fresh price drops.
- Travelers receive automatic notifications, helping them seize deals without manually checking prices every day.
Why does this innovation stand out?
The lack of price transparency in flight bookings is a long-standing frustration among many travelers. Airlines and travel platforms use dynamic pricing models that often leave customers uncertain about whether they’re truly getting the best deal.
Skyscanner’s DROPS joins a growing wave of intuitive booking features aimed at solving this problem, much like:
- Expedia’s “Flight Deals Feed” (introduced last month) provides a personalized deals overview from a user’s home airport.
- Google Flights’ “Cheapest Option” filter (which we covered last year) simplifies flight comparisons by ranking the lowest fares upfront.
All these features reflect a clear industry trend—travel platforms are competing to offer smarter, more automated solutions to help travelers get more control and visibility over pricing.
While AI-powered booking assistants (like Amazon’s Alexa+ and OpenAI’s Operator) may reshape trip planning in the long term, intelligent, data-driven pricing tools like DROPS address an immediate and practical need for travelers today.
Wrapping Up: Airline-Tech Innovation at Every Level
We hope this month’s edition served as a great reminder that innovation in Airline-Tech happens on multiple levels.
From straightforward yet impactful deal-flagging tools to more disruptive AI-powered travel assistants that could reshape the airline distribution landscape, innovation comes in many forms—some refining existing processes, others redefining entire business models.
As the pace of transformation accelerates, staying informed is more important than ever.
That’s exactly what we’re here for. Each month, we track and analyze the most meaningful developments in Airline-Tech—so you don’t have to. We hope to see you again next month.
Keep informed, and join the Travel Tech Insights Newsletter by OAG on LinkedIn here.
