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Air India Expands AI Features with genAI Integration

Air India is making strategic moves to enhance customer experience through the introduction of AI features. With the implementation of genAI, the airline aims to efficiently address customer queries and streamline processes. This initiative signifies Air India’s commitment to leveraging technology to meet the evolving needs of its passengers.

Air India Embraces genAI Tech

The aviation industry has been experiencing a significant transformation with the integration of Artificial Intelligence (AI) into its operations. Air India, the flag carrier airline of India, has been at the forefront of this technological revolution by embracing genAI, an advanced AI system designed to revolutionize customer service and operational efficiency.

The Rise of AI in Aviation

AI has swiftly permeated various sectors, and the aviation industry is no exception. With the ability to analyze vast amounts of data and perform complex tasks, AI has proven to be a game-changer in enhancing operational processes, predictive maintenance, and customer experience within the aviation sector. As Air India strives to stay ahead in this competitive industry, the integration of genAI represents a strategic move to harness the power of AI for improved services and customer satisfaction.

Purpose of genAI in Air India’s Operations

The implementation of genAI holds significant promise for Air India’s operations. By leveraging AI capabilities, Air India aims to streamline and enhance various aspects of its services, including customer queries, booking processes, personalized recommendations, and predictive maintenance. genAI’s advanced algorithms and machine learning capabilities offer the potential to transform the airline’s operations, making them more agile, responsive, and customer-centric.

In embracing genAI technology, Air India demonstrates its commitment to leveraging innovation to address customer queries efficiently and provide personalized services, ultimately strengthening its position in the competitive airline industry.

genAI Features Implemented by Air India

Air India has embraced generative AI (genAI) to enhance its customer services and overall operation. Through the implementation of AI-powered customer support, AI-driven flight information and updates, and enhancements in baggage tracking systems, Air India is paving the way for a more efficient and personalized travel experience. Below are the details of the genAI features implemented by Air India.

According to the airline, the virtual agent named ‘Maharaja’ manages an extensive spectrum of customer queries across 1,300 areas, including those related to flight status, baggage allowances, packing restrictions, check-in, frequent flyer awards, airport lounge access, flight changes and refunds.

The agent speaks Hindi, English, French, and German.

“Of the 6,000-plus questions received each day, over 80 per cent are successfully answered in seconds. About 15 per cent of customer queries today require additional assistance, and Maharaja recognises this automatically and orchestrates a seamless handoff to Air India’s contact centre agents,” the release said.

In the coming months, the airline plans to launch a host of sophisticated features, driven by patent-pending technologies.

“This includes a novel user experience that changes the way customers interact with AI agents with a combination of textual and graphical interactions that can potentially further speed up customer interactions… Air India also plans to enhance the current AI agent with data-driven deep-personalisation capabilities,” the release said.

Satya Ramaswamy, Chief Digital and Technology Officer at Air India, said that after the emergence of Large Language Model driven generative AI capabilities, it is increasingly seeing a definitive shift in guest preferences to use chat interactions to get the information and support they need quickly.

AI-Powered Customer Support

Air India’s genAI, represented by the virtual agent named Maharaja, has been integrated with AI capabilities to provide responsive and accurate customer support. Maharaja’s success in addressing over half a million customer queries, with over 80% of them being efficiently answered, demonstrates the efficacy of AI-powered customer support in streamlining interactions and providing timely assistance.

AI-Driven Flight Information and Updates

The implementation of genAI has empowered Air India to deliver real-time and comprehensive flight information and updates to passengers. Maharaja can handle a wide spectrum of flight-related queries, including flight status, baggage allowances, and check-in procedures across multiple languages. This AI-driven functionality ensures that passengers have access to up-to-date and pertinent flight information, contributing to a seamless travel experience.

Enhancements in Baggage Tracking Systems

With genAI, Air India has made significant advancements in its baggage tracking systems. Passengers can receive personalized and prompt assistance regarding baggage allowances, packing restrictions, and related inquiries. By leveraging genAI, Air India aims to optimize the efficiency of baggage tracking and management, thereby minimizing potential inconveniences for travelers.

These implementations mark a significant step forward in Air India’s commitment to providing a more sophisticated and personalized customer experience through the innovative integration of generative AI technologies.

The integration of generative AI technologies in customer service and operational functions has become a pivotal strategy for Air India. By focusing on AI-powered customer support, AI-driven flight information, and baggage tracking system enhancements, the airline is embracing a new era of efficiency and personalization.

Benefits of genAI to Air India and Passengers

The integration of generative AI, as exemplified by Air India’s Maharaja virtual agent, brings forth a multitude of advantages for both the airline and its passengers. Let’s delve into the benefits offered by this innovative use of artificial intelligence.

Improved Customer Service Experience

Air India’s adoption of generative AI has notably elevated the customer service experience. Maharaja’s proficiency in addressing a diverse array of customer inquiries, spanning from flight status and baggage allowances to check-in procedures and more, has streamlined customer interactions. By deftly handling a significant portion of daily queries and seamlessly orchestrating handoffs to human agents when necessary, Maharaja has bolstered the overall efficiency of customer service operations. This initiative translates to reduced wait times for passengers, ensuring that their concerns are promptly and accurately addressed.

Enhanced Operational Efficiency

The implementation of generative AI has empowered Air India to achieve enhanced operational efficiency. By automating routine tasks such as booking, cancellations, and confirmations, Maharaja effectively optimizes the allocation of human resources within the airline’s operations. This automation liberates human agents to focus on more intricate and value-adding interactions, thereby streamlining operational processes and amplifying overall efficiency.

Increased Accuracy in Flight Information

With Maharaja’s ability to harness generative AI capabilities, Air India is positioned to deliver heightened accuracy in disseminating crucial flight information to passengers. Maharaja’s proficiency in addressing inquiries related to flight status, including real-time updates and changes, ensures that passengers are equipped with reliable and current information. The integration of generative AI thus augments Air India’s capability to provide accurate and up-to-date flight details, contributing to an improved overall travel experience for passengers.

Challenges and Solutions in Implementing genAI

Navigating the Technical Learning Curve

Implementing generative AI (genAI) presents organizations with the challenge of navigating a steep technical learning curve. Understanding and leveraging advanced AI algorithms and frameworks demand expertise and resources. This can be particularly daunting for businesses with limited experience in AI development. To address this, organizations can invest in training and upskilling their workforce, collaborate with AI experts, or seek guidance from AI consultancy firms. By doing so, businesses can bridge the technical knowledge gap and effectively implement genAI solutions.


In conclusion, Air India’s decision to invest in genAI and introduce more AI features to address customer queries is a strategic move that aligns with the current trend of leveraging technology to enhance customer experience. By incorporating advanced AI capabilities, Air India aims to streamline its customer support process, provide real-time assistance, and personalize interactions, ultimately leading to improved customer satisfaction and loyalty. As the airline industry continues to embrace digital transformation, Air India’s proactive approach to integrating genAI underscores its commitment to innovation and meeting evolving customer needs.

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