Artificial intelligence (AI) is playing a pivotal role in revolutionizing the air travel industry, enhancing creativity across all touchpoints. Many routine operations integral to air travel, such as security screenings and luggage management, heavily rely on AI technologies. The potential for AI to further elevate airport experiences is only starting to be realized.
During the recent 2024 SXSW Conference and Celebrations held in March 2024, Bernadette Berger, the Director of Innovation at Alaska Airlines, delivered a presentation titled “The Fox’s the Control: How AI will Reinvent Airports.” She elaborated on how AI-powered systems are optimizing airport operations and reshaping the passenger journey. With advancements like facial recognition, predictive analytics, personalized digital assistants, and real-time routing, airports have the opportunity to evolve into dynamic hubs offering interactive experiences in travel, retail, and entertainment.
The panel discussion titled “The Sky’s the Limit: How AI will Reimagine Airports” centered on the integration of AI within airport environments. Joining Bernadette were other industry experts including Celley Buchanan from Alaska Airlines, Matt Gilkeson from the Transportation Security Administration, and Ian Law from Los Angeles World Airports.
In a subsequent interview on Cognilytica’s AI Today radio show, Bernadette further delved into her insights and perspectives on this subject.
Q: How do you perceive your role in advancing the utilization of AI in aviation?
Bernadette Berger: As the Director of Innovation at Alaska Airlines, my professional journey commenced in aircraft engineering. With over a decade of experience in commercial design encompassing both physical and digital realms, my passion for aviation has been unwavering. At Alaska Airlines, my team and I have cultivated a robust innovation process focused on integrating cutting-edge technologies to cater to the evolving needs of our workforce and passengers. We adopt a rapid development approach by creating system demonstrators, experience prototypes, and proof of concepts to swiftly transition innovations from testing phases at airports to full-fledged operational deployment. This ensures that the adoption of new technologies is not only swift but also aligns with best practices for our staff and customers.
Q: In what ways do you envision AI reshaping the passenger experience?
Bernadette Berger: Passengers can be broadly categorized into two groups – those who prefer swift, efficient airport processes with minimal interruptions and those who seek to spend extended time at the airport engaging in various activities. The challenge lies in catering to both these segments effectively. While AI’s pervasive presence in airports may not be overtly apparent to passengers due to the current focus on operational efficiency, its impact is profound. AI is instrumental in streamlining security procedures, optimizing resource allocation, and enhancing customer service experiences. The next frontier involves leveraging AI beyond efficiency-driven applications towards unlocking deeper insights from data to drive future innovations in air travel.
Q: What challenges do you foresee in the transportation sector’s adoption of AI?
Bernadette Berger: The transportation ecosystem, particularly airports, is inherently complex, akin to self-contained cities with diverse operational frameworks. Implementing AI solutions to address intricate challenges, such as baggage handling, necessitates a nuanced approach. By deconstructing these challenges into manageable components, we can conduct rapid, iterative tests to validate hypotheses and refine solutions effectively. Our innovation lab serves as a testing ground where we prototype and iterate solutions swiftly before real-world deployment. This agile methodology enables us to mitigate risks associated with large-scale implementations and ensures that AI models are tailored to address specific operational nuances across different airport environments.
Q: How do you anticipate AI influencing passenger and customer experiences?
Bernadette Berger: The transformative power of AI lies in its ability to enhance operational efficiency, safety, and personalized services for passengers. Biometric technologies, for instance, offer a seamless and secure authentication process, simplifying passenger journeys through airports. By enabling facial recognition or mobile-based identity verification, AI streamlines boarding procedures, reduces wait times, and minimizes travel-related stress for passengers. Furthermore, AI-driven predictive capabilities can anticipate passenger needs in real-time, offering tailored recommendations and services to enhance the overall travel experience. Through proactive use of algorithms and technology, we aim to make air travel more convenient, accessible, and enjoyable for a broader spectrum of travelers.
