Amadeus and Microsoft have set out a practical framework for agentic AI in airlines, identifying early use cases in e-commerce, marketing, disruption and turnaround management, and customer service. The white paper argues that airlines should start with tightly scoped pilots before moving to wider deployment.
The report describes agents that can handle voice bookings, process multilingual customer requests, recommend rebooking options, explain fare differences and initiate payment. It also highlights operational agents that monitor maintenance, crew and refuelling data to support aircraft rotation planning, alongside marketing agents that identify underperforming routes, generate campaign assets and manage media spend.
The timing is notable as Amadeus says generative AI use among travellers has risen 64% year on year, with 18% now using it for discovery and search. For airlines, the strategic issue is no longer whether to test autonomous agents, but how to govern them safely across revenue management, operations and service functions.