Rising to New Heights: Altering Airline Brands Over AI-Powered Personalization

Abstract

The study aims to clarify how AI can act as a crucial tool in airlines to promote customer satisfaction, foster a positive brand image, improve brand equity, ultimately resulting in higher performance. Sustaining customer satisfaction is crucial for the elevated firm performance, whereas in the dynamic aviation sector where gravity of Artificial Intelligence (AI) is unfamiliar by many airlines, this absence of AI technology is creating considerable obstacles in improving customer satisfaction leading to declined brand image and decreased brand equity under intense competition. Based on the Literature Review and case studies analysis, this paper provides a comprehensive process from artificial intelligence to enable airline brands to implement segmentation, data aggregation, and AI-driven analysis, and facilitate AI system deployment and real-time analytical feedback. This process may contribute to elevate brand image and brand equity of the airlines. The results of this study stated that the implementation of AI-based processes will enable airlines to obtain immediate input from passengers and tailor their demands, ultimately resulting in enhanced customer happiness, a positive brand image, and increased brand equity. This review's future suggestions include the use of AI within airline brands, personnel training on AI, and investment in AI technology models to enhance operational efficiency. Furthermore, empirical assessment and scale formulation are advised to augment the existing research on the utilization of AI.