Air India plans to launch its in-house artificial intelligence portal to help customer book flights in just one click as part of its mobile application and website by December, as the airline plans a significant digital upgrade and aims to double ticket sales through direct channels.
"As part of our efforts to increase our ticket sales through direct channels we are planning to launch the one-click booking portal on our website and mobile application this quarter," Satya Ramaswamy, chief digital and technology officer (CDTO), Air India said on October 22.
He added that the Air India through its on-click booking system aims to reduce the time taken by customers to book tickets and thereby increase traffic on the airline's website and mobile application. Ramaswamy added that Air India has filed for patent for its one-click booking portal both in India and in the international market.
Currently, around 25 percent of Air India's ticket sales occur through direct channels, while approximately 75 percent are handled via indirect channels such as travel websites like Makemytrip and Ixigo, which charge significant commissions.
"We have recently revamped our website and app, doubling the revenues from direct channels through our mobile app and website. Globally, the revenue split between direct and indirect channels is 50-50, and we aim to reach that level," Ramaswamy said.
Air India is already investing heavily in digital marketing to boost direct sales and is working on enhancing its website. “We aim to develop the capability to remember your previous choices when you visit our website. You would not need to log in at our website to recognise you,” he added.
Global Collaboration
Air India's CDTO also said that multiple US and European airlines have approached Air India for developing generative AI chatbots similar to that of the Indian carrier's AI.g, which currently handles around 97 percent of customer queries it receives without the help of contact centre agents.
Air India’s use of artificial intelligence (AI) has had a huge impact on the airline major’s call centre volumes and the technology integration has reduced costs by 100 times.
The airline launched its own chatbot AI.g, earlier known as Maharaja, in May 2023. The chatbot has approximately handles around 10,000 queries everyday. The chatbot currently operates in four languages, English, German, French, and Hindi. Other Indian languages are set to be rolled out in the future.
Air India receives 555,000 calls every month to its contact centers. The company has been able to improve the performance of the contact centers with the help of software technology from Salesforce. The passenger count has doubled over two years, but the number of contact centers has not grown proportionately.
Since its launch in May 2023, the chatbot has handled around 4 million queries. As part of the transformation, Air India is working to become an AI (Artificial Intelligence) infused company.
Vistara merger
Ramaswamy also said that around 2.7 lakh passengers who had booked Vistara flights to travel on and after November 12, 2024, have been issued new tickets for travel on Air India.
"We have transformed AI’s digital arena and for the first time AI has filed for patents in this field. We are soon going to launch a one-click booking facility, instead of the multiple clicks required (across most airlines globally). While it is potentially possible to eventually have one website and app for AI and AI Express, that is not a plan as of now," Ramaswamy said.
He added that most of the digital systems of Vistara have been migrated to Air India so far and a few remaining will either happen by November 12. He also said that 4.5 million Vistara loyalty club member, 6,490 employees of Vistara, 140 plus systems, 70 aircraft, 3,385 plus suppliers of Vistara and 140 vendors have been on boarded so far as part of the Air India - Vistara merger.
Vistara will operate its last flight on November 11 as part of its merger with Tata Group-owned A-I. It will continue to operate its fleet and maintain its schedule under its brand name until early 2025.
New in-flight entertainment system
Air India will also launch new in-flight entertainment systems on its wide-body fleet by 2025, Ramaswamy said, adding that Air India has already placed orders for the new inflight screen for its wide-body fleet, but supply chain issue might delay the on-boarding process till next year.
He also said that so far Air India does not plan to install inflight entertainment screen on its narrow body fleet and instead will offer its Bring Your Own Device scheme on its narrow body fleet to provide in-flight entertainment.
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
