2026AI智能体时代下的航空公司：人工智能落地指南与案例研究（英文）

AmadeusInsights

AgenticAIwhitepaper2026

Airlines

SincetheintroductionofChatGPTin2022,theworldhasbeencaptivatedbyArtificialIntelligence(AI).Opinionsremaindividedonwhetheritrepresentsatruerevolutionorsimplythenextstageoftechnologicalevolution.

wereworkingonaugmentingandreinforcingthefullAmadeusportfoliowithAI,andwebelievethiswillbringevenmorevaluetoourcustomers.

Perhapsthemostexcitingdevelopmentistheabilityforagenticsystemstoconnectpreviouslysiloeddomainswithinandoutsideanairline.TeamsofAIagentsarebeginningtocommunicateandcollaborate,whichwill

helpairlinesovercomelongstandingchallengesarounddataintegration,teamcoordination,decisionoptimization,andprocessalignment.

Yetdisruptivetechnologiescanbeintimidating.Theychallenge

establishedwaysofworkingandrequirestrongexecutivesponsorship,cross-functionalcollaboration,effectivechangemanagement,stronggovernance,andaboveall,agenuinewillingnesstoexperiment.

AtAmadeus,weareworkingcloselywithairlinesandtrustedpartners

suchasMicrosofttounderstandhowwell-governedandcleverlyusedAIcandeliverrealvaluetotheindustry.AlongsidedevelopingourownagenticAIsolutionsandintegratingthemintoourexistingportfolio,

wereengagingwiththemainAIplatformstoexplorehowwecanhelpairlinescapturemorerevenue,streamlineoperationsandenhancethetravelerexperience.Likeothermajortechnologychanges(e-Commerce,NDC,cloudandOOSD)Amadeusis=nhasalltheanswers,collective

collaborationwillbekeytounlockingthefullpotentialofthispowerfulnewcapability.

Inourview,earlygenerationsofAImachinelearningandgenerative

wereveryusefultechnologybreakthroughs,buttheemergenceofagenticcapabilitiesrepresentsanunprecedentedopportunityforairlines.

Fromexecutingcommercialstrategiestosupportingdecisionsinan

OperationalControlCentre(OCC),AIprovidesvariedcognitivecapacity.Itmonitorstheenvironment,generatesrecommendations,and,crucially,takesaction.Itoperatescontinuously;24hoursaday,inrealtime.

AnAIagentwearetestingtodaywillhandleapassengercalltochangeaticketinaninstant.Unlikeearlyautomationattempts,thisisnota

fragmentedexperience.TheAIlocatesthebooking,understandstherequest(irrespectiveoflanguage),proposesoptions,processestherebooking,andinitiatespayment.

ThisexampleisonlythebeginningWeexpectagenticAItoimprovealmosteveryairlineworkflow;fromnetworkplanningtodistribution.

usecasesandideasforgettingstartedwithAI

AgenticAIarrivesatamomentwhenairlinesarealreadytransforming

withnewsystemsforOffer,Order,SettleandDeliver.AtAmadeuswerebuildingourportfolioofmodularretailingsolutions(AmadeusNevio)withagenticAInativelyembedded.Insomemodules,AIwillsitbelowthe

APIsratherthanontopofthemmeaningitisclosertothedataandbusinesslogicitneedstoprovidevalue.

AIcanalsoaugmentourcurrentapplications,addingnewcapabilities.Itwillhelpairlinestoextractmorevaluefromtheirsoftware,faster

Whitepaper:AirlinesintheagenticageAmadeus.It’showtravelworkssmarter.1

Amadeus.It’showtravelworkssmarter.

andwithlesseffort.So,inparallelwithmakingearlystandaloneusecasesliketheonementionedaboveavailabletoairlinesnow,

Index

Foreword03

Executivesummary05

WhyagenticAImatters07

Agenticcommerce:whyAIwilltransformtripplanning10

Agenticcommerce:airlinedirecttouchpoints12

Agenticcommerce:distributionviaAIassistants13

Customerexperience:beyondrulesandsegmentation15

Commercial,revenueandmarketing:fastertime-to-marketthroughautomation18

Operations:breakingdownthesilos21

Connectingthedotsbetweendepartmentswithmulti-agentsystems23

GoverningAIagents24

FiverecommendationsforsuccessfullyadoptingagenticAI27

Conclusion30

Whitepaper:AirlinesintheagenticageAmadeus.It’showtravelworkssmarter.3

Foreword

SincetheintroductionofChatGPTin2022,theworldhasbeencaptivatedbyArtificialIntelligence(AI).

Inmyview,earlygenerationsofAI—machinelearningandgenerative—wereveryusefultechnologybreakthroughs,buttheemergenceofagenticcapabilitiesrepresentsanunprecedentedopportunityforairlines.

AnAIagentwearetestingtodaywillhandleapassengercalltochangeaticketinaninstant.Unlikeearlyautomationattempts,thisisnota

fragmentedexperience.TheAIlocatesthebooking,understandstherequest(irrespectiveoflanguage),proposesoptions,processestherebooking,andinitiatespayment.

Thisexampleisonlythebeginning.WeexpectagenticAItoimprovealmosteveryairlineworkflow,fromnetworkplanningtodistribution.

AgenticAIarrivesatamomentwhenairlinesarealreadytransforming

withnewsystemsforOffer,Order,SettlementandDelivery.AtAmadeus,we’rebuildingournextgenerationcoreairlinesystems(AmadeusNevioandNavitaireStratos)withagenticAInativelyembedded.Insome

modules,AIwillsitbelowtheAPIsratherthanontopofthem–meaningitisclosertothedataandabletopowerthebusinesslogicofrelevant

applications.

AIcanalsoaugmentourcurrentapplications,addingnewcapabilities.

Itwillhelpairlinestoextractmorevaluefromtheirsoftware,faster,andwithlesseffort.So,inparallelwithmakingearlystandaloneusecases

likethecallcenteragenttoairlinesnow,we’reworkingonaugmenting

andreinforcingthefullAmadeusportfoliowithAI,andwebelievethiswillbringevenmorevaluetoourcustomers.

AtAmadeus,weareworkingcloselywithairlinesandtrustedpartnerssuchasMicrosofttounderstandhowwell-governedandcleverlyusedAIcandeliverrealvaluetotheindustry.Alongsidedevelopingourown

agenticAIsolutionsandintegratingthemintoourexistingportfolio,

we’reengagingwiththemainAIplatformstoexplorehowwecanhelpairlinescapturemorerevenue,streamlineoperationsandenhancethetravelerexperience.Likeothermajortechnologychanges(digital,NDC1,cloudandOOSD2),Amadeusisinvestingtoidentifythebestwaysto

bringbenefitsforairlinesandtravelers.

ThisnewwaveofAIwillhelpusprogressinboundstowardsthegoal

ofasmoothandconnectedjourney,sinceAIallowstravelerstosearchforanentiretripratherthanaflight,thenacar,andfinallyahotel.Ontheflipside,thisheightenstravelerexpectationsandincreasestheurgencyforthetravelindustrytocollaborateandprovidethatseamlessend-to-endexperience.

Ihopethisreportprovidespracticalinsightsandencouragesyouto

engageintheopportunitiescreatedbyAI.Whilenosingleorganizationhasalltheanswers,collectivecollaborationwillbekeytounlockingthefullpotentialofthispowerfulnewcapability.

CyrilTetaz

EVPAirlineSolutions,Amadeus

Whitepaper:AirlinesintheagenticageAmadeus.It’showtravelworkssmarter.4

FromexecutingcommercialstrategiestosupportingdecisionsinanOperationalControlCentre(OCC),AIprovidesvariedcognitivecapacity.Itmonitorstheenvironment,

generatesrecommendations,and,crucially,takesaction.Itoperatescontinuously;

24hoursaday,inrealtime.AtMicrosoft,weareworkingwithairlines,airports,andpartnerslikeAmadeustobringthebenefitsofagenticAItotravel.

Perhapsthemostexcitingdevelopmentistheabilityforagenticsystemstoconnect

previouslysiloeddomainswithinandoutsideanairline.TeamsofAIagentsarebeginningtocommunicateandcollaborate,whichwillhelpairlinesovercomelongstanding

challengesarounddataintegration,teamcoordination,decisionoptimization,andprocessalignment.

Yetdisruptivetechnologiescanbeintimidating.Theychallengeestablishedwaysof

workingandrequirestrongexecutivesponsorship,cross-functionalcollaboration,

effectivechangemanagement,stronggovernance,andaboveall,agenuinewillingnesstoexperiment.

Ifyou’rekeentoexploretheseconcepts,IencourageyoutoengagewithMicrosoftandAmadeusaswecollaboratewiththeindustrytoaccelerateAIadoption.

JulieShainock

GlobalMDforTravel,Transport&Logistics,Microsoft

1NewDistributionCapability(NDC)isanXMLdatatransmissionstandardforairlinedistribution

2Offer,Order,Settle,Deliver(OOSD)referstostandardsandtechnologyforairlineretailing

Whitepaper:AirlinesintheagenticageAmadeus.It’showtravelworkssmarter.5

Executivesummary

AgenticAIisemergingasatransformativeforceintheairlineindustry,drivenbyrapidconsumeradoptionandincreasingpressureonairlinestomanagecostsandoffer

travelerstheefficientanduser-friendlyself-serviceoptionstheyexpecttoday.

UnlikeearlierversionsofAI,agenticAIcanunderstandtravelerintentthrough

conversationalinteractions,respondingwithhighlypersonalizedoffersandservices.

Bycombiningmulti-sourcedatamonitoringandextractionwithadvancedreasoningandautonomousaction,itcompressesworkflows—fromweekstominutes—whileenablingfasterdecision-making,reducingmanualeffort,andcreatingnewcross-

functionalopportunities.

AirlinescandeployagenticAIintwoprimaryways:enhancingtravelerexperiencesandoptimizinginternaloperations.Fortravelers,itenablespersonalizedtripplanning—with

naturallanguagesearchandbooking—complementedbyreal-timepost-booking

assistance,forexampleindisruptionscenarios.Internally,itempowersteamsbyautomatingworkflows,sharpeningcommercialstrategies,andsupportingmoreinformed,data-drivenoperationaldecisions.

AgenticAIdoesnotreplacecoreairlinesystems(suchasOrderManagement,Payment,orPassengerServiceSystems).Butitdoesaugmentthemconsiderably,byleveragingtheirdataandbusinesslogicandorchestratingactions.However,giventheprobabilisticnatureofAImodels,deepintegrationwithreliablesystemsofrecord,suchasAmadeus,alongsidearobustsecurityandcomplianceframeworkgoverningnotjustdataaccess,butthe

integrityofautonomousdecisionsthemselvesisessentialtoensuretrust,andintegrity.

WhilegenerativeAIhadabigimpactontravel’sinspirationstage,agenticcommerceis

settoreshapethenextstagesoftripplanningbyenablingconversational,intent-driven

interactionsthatoutperformtraditionalinterfaces.Althoughthisisallstillevolving,emergingprotocolsaimtostandardizehowAIagentscommunicate,transact,andcompletebookings.NowisthetimeforairlinestoexploreandengagewithAIdistributionchannelstomaintainreach,capturehigh-convertingtraffic,andsecurefirst-moveradvantage.

Whitepaper:AirlinesintheagenticageAmadeus.It’showtravelworkssmarter.6

•Fromacustomerexperienceperspective,agenticAIovercomeslongstandingairlinechallengessuchasfragmentedcustomerdata.Bysynthesizingdataacrosssystems,AIcreatesaunifiedcustomerviewandindividualizesoffers,servicingandjourney

orchestration.Oncedeployedbyairlines,reinforcementlearningwillfurtherenhanceoutcomesbycontinuouslylearningfromreal-timeperformance;optimizingoffersandinteractionsovertime.

•Commercially,AIautomatesrevenuemanagementinsights,andthereforestrategydevelopment,andmarketingexecution.Itenablesrapidexperimentation,real-timeoptimization,andend-to-endcampaignautomation,significantlyincreasingagilityandreturnonmarketinginvestment.

•Operationally,agenticAIintroducesproactive,multi-agentsystemsthatmonitor

performance,simulatescenarios,recommendandevenexecutedecisionsacrossdomainssuchasdisruptions,turnaround,andcapacityplanning.Thesesystems

improveefficiency,reducecosts,andenablebettercoordinationacrosstraditionallysiloedfunctions.

However,theadoptionofagenticAIintroducesrisks,includinghallucinations,bias,anddatasecurityconcerns.Effectiveimplementationrequiresrobustgovernanceframeworks,combiningdeterministiccontrolswithhumanoversighttoensure

compliance,accuracy,andaccountability.

TosuccessfullyadoptagenticAI,airlinesshouldstartnow,withtargetedusecasesthatmakesensefortheirbusiness.Butevenmoreimportantlyandpractically,theyshouldmakesuretheirdataisreadyandfitforusebyAIagents,ensuresystem

compatibility,establishgovernanceframeworks,andstartwithinternaleducationandchangemanagement.

Essentially,agenticAIrepresentsaonce-in-a-generationshift,comparabletothe

arrivaloftheinternet.AirlinesthatsuccessfullyembedAIintotheirsystems,data,

andprocesses—underpinnedbystronggovernance—willgainadecisivecompetitiveedge,deliveringsuperiorcustomerexperiences,increasedoperationalefficiency,andacceleratedrevenuegrowth.

Whitepaper:AirlinesintheagenticageAmadeus.It’showtravelworkssmarter.7

WhyagenticAImatters

NewAmadeusresearchconductedinMarch2026with1,000travelersshowsthatAIisalreadymainstreamintravel.

Withnearly8in10travelersusingAIfortripplanning

Thestudyshowsthatusetodayismainlyassistive,withonly6%relyingonAItohandle‘most’oftheirtravelplanning.

Theresearchhighlightstopconcernsas:

•Privacyanddata(35%)

•Accuracyandreliability(34%)

•Preferenceforcontrolandhumaninvolvement(27%)

Withmostairlinemanagementteamsfocusedonincreasingrevenue,improvingefficiency,andofferingabetterexperienceforpassengers,agenticAIcanunlocksignificantgainsinallthreeareas.

“

2026willbeadefiningyearforagenticAIinaviation.

Overthenext18months,mostairlineswillmovefromexplorationtoreal-worlddeployment—embedding

agentsacrossthetravelerjourneyandcoreoperations.

”

JulieShainock

GlobalMDforTravel,Transport&Logistics,Microsoft

AIintravelisn’tnew

Whitepaper:AirlinesintheagenticageAmadeus.It’showtravelworkssmarter.8

AIunderstandsatraveler’sintentmoredeeplythanpreviousgenerationsoftechnology.Airlinescanharnessthisto:

•Createmoreattractiveofferstoincreaseconversion

•Providemorepersonalizedservicetoincreaseloyalty

•Enhancethecustomerexperienceateverystageofthejourney

Bymonitoring,reasoning,recommendingandacting,AIcollapsestraditionalworkflowsallowingtasksthattookweekstobecompletedinminutes.Thishelpsairlinesto:

•Takebetterandfasterdecisions

•Reducemanualworkthroughautomation

•Identifynewopportunitiesacrossdepartments

JustinBundick,VPAI&IntelligencePlatforms,SouthwestAirlines,viewsagenticAI

astransformative:“Today,AIagentscanexecutepredictableprocessesand,inthefuture,Ithinkthey’llevolvetobecometruedigitalco-workersthathelpusexpandbusinessvaluestreamswithbothhumananddigitalcapital.”

JóhannValurSævarsson,Director,EnterpriseArchitecture,Icelandair,explainsthat

theairlineisgraduallyadoptingagenticAI:“Today,wehaveahandfulofagentshandlingdiscreetworkflowsandmanyofthemaresuccessful.Wehaven’tyetbuiltmulti-agent

systemsorsolvedtheorchestrationissue,butwecanalreadyseethatagent-to-agentco-operationisthefuture.”

AIaugmentsanairline’sexistingsystems

It’simportanttopauseandappreciatehowAIwillinteroperatewithexistingsystems.

AIwillnotreplaceexistingairlinetechnology.AnAImodelwillnotstorethetraveler’sorder.Itwillnotprocesstheunderlyingpayment.Itcantriggerthesetransactions,butitneedstoworkwiththesystemsthatundertaketheseactionstodosoandtoprovideaviewof

thestateofeachtransaction.

AirlinescanaccessthesebenefitsbyapplyingAIintwoways:

•Fortravelers,AIdeliversaconsistentandpersonalizedexperienceacrosseverytouchpoint,frominspirationtobookingandbeyond,intocomplexservicinganddisruptionscenarios.

•Forairlines,AgenticAIexecutesworkflowsautonomouslyandhelpsteamsmakesmarterandfasterdecisionsthatimprovecommercialperformance,streamlineoperationsandsimplifytraditionalworkflows.

Whitepaper:AirlinesintheagenticageAmadeus.It’showtravelworkssmarter.9

TruevalueisachievedwhenAIinterrogatesanairline’sexistingsystemstoorchestratekeyprocesses,somethingthatcanbeverytime-consumingandalmostimpossibleforhumanstodoinorganizationswithsiloedoperations.

ConsideranairlineAIchatinterfacehelpingatraveleraddanancillaryservice.Weneedittohaveaccesstotheairline’sCustomerRelationshipManagement,loyaltyandproductcatalogdata,soitrecommendstherightancillary.Italsoneedstotriggerthepayment,perhapsbyinitiatingacard-on-filepaymentoraddingapaymentlinktothechat.Oncepaymentismade,thetraveler’srecordneedstobeupdatedintheOrderManagement

System(OMS)orPassengerServiceSystem(PSS).

TheAIagentneedsaccesstodatasoitcanpersonalizetheofferandconnectivityto

theairline’ssystemofrecord(OMSorPSS)andpaymentsystem,soitcaninitiatethesetransactions.That’swhymuchoftheworkforairlinesrelatestoreadyingexistingsystemstointerfacewithAIagents.

“AIwillsitontopofanairline’sexistingtechnologycore,andsuccesswillultimatelyhingeonhowwellthesetwoworldsareintegratedandoperatetogether”,explainsAlexandreSbragia.

“

AIisnotacompletesolution.Becauseofitsinherently

probabilisticnature,AIcannotonitsownprovidethelevelofpredictability,trust,andprecisionthatairlinesrequiretooperatetheircoreprocesses.Itseffectiveness—andtruepower—dependontightintegrationwithtrustedsystemsofrecordandhigh-qualitydata.

”

AlexandreSbragia

SVPEngineering,AirlineSolutions,Amadeus

Whitepaper:AirlinesintheagenticageAmadeus.It’showtravelworkssmarter.10

Agenticcommerce:whyAIwilltransformtripplanning

AgenticAIpromisestosignificantlyimprovethetripplanningexperienceacrossairlineownedandthird-partytouchpoints.

Trulypersonalizedtripplanning

Fordecades,thetravelindustryhasaimedtodelivertrulypersonalizedjourneysto

travelers.Whileloyaltyinformation,travelerprofiles,browsinginsightsandpastpurchasehistoryprovidevaluableinsightsintoatraveler’spreferences,theseinputsalonedonotprovideadefinitive,real-timeunderstandingofatraveler’sintent.

Theonlywaytotrulyunderstandatraveler’sintentisthroughdirect,real-time

conversation.Airline-ownedAIagentsandAIassistantslikeMicrosoftCopilotdothis,sotheycandeeplyunderstandthetraveler’sintentduringtripplanning.ThismeansAIcanhelptoassembleatripthatbestmatchesthetraveler’sneeds.However,enablingthis

requiresrobustfoundations;systemsthatcanbothsupplyAIwithaccurate,relevantdataandexecuteitsdecisionswithprecision.

Naturallanguagesearch

Today,tripplanninglargelyreliesonstructuredformscenteredaroundoriginanddestinationinputs.Weprovidethisinformationsometimeswithanindicationofourbudgetand

receiveoptions.Fromthere,wefilterthelist,perhapsbasedonouridealdepartureairport,hotelfacilities,ortimings.

Byenteringanaturaltwo-wayconversation,AIagentsfliptoday’ssearchexperience

byprovidingadetailedlistofrequirementsfromtheoutset.Unlikeaclassicsearchthat

returnsalonglistofflightswithlittlecontext,AIassistantscansurfacericherinformationfromthestart:seatconfigurations,ancillaryservices,andbundleoptions,givingtravelersafarmorecompletepicturebeforetheyeverclickthrough.

Thismeansmanytravelerswillperceivethenaturallanguagesearchexperienceas

superiortotheform-basedinterfacethetravelindustryhastraditionallyreliedupon.ThisisanotherreasonAmadeusexpectsagrowingnumberoftravelerstoplantripsusingAI.

GaëlleBristiel,SVPEngineering,Distribution&AIDeliveryLead,Amadeus,shares:“Alotofworkneedstohappenonsearchattheindustrylevel,sowecanmaximize

thepotentialofagenticinspiration.Amadeusisworkingtoseizethisopportunityfor

ourcustomersandthewiderindustry:toconnectthetravelecosystemtoAIassistantsatscale.”

Whitepaper:AirlinesintheagenticageAmadeus.It’showtravelworkssmarter.11

Agenticcommerceprotocols

Foragenticcommercetoflourish,technicalstandardsareneededtodefinehowagentsinteractthroughouttheend-to-endflow,coveringcommunication,bookingandpayment.Severalprotocolshavealreadybeenproposedandaregainingtraction.

•ModelContextProtocol(MCP):Anopen-sourceprotocoloriginallymadeavailablebyAnthropic,whichcanbeconceivedasawrapperthatenablesAPIstobeconsumedandunderstoodbyAIagents.

•UniversalCommerceProtocol(UCP):AprotocolforagentstointeractwithoneanothercreatedbyGoogleandShopify.UCPenablescheckoutandpayment.

•AgenticCommerceProtocol(ACP):AnopenstandardcreatedbyOpenAIandStripethatenablesbuyers,theirAIagents,andbusinessestointeractconversationallyto

completeapurchase.

•Agent2AgentProtocol(A2A):AnopenprotocolfromGooglewithcontributionsfrom50othercompanies,allowingAIagentstocommunicatewitheachother,securelyexchangeinformation,andcoordinateactionsontopofenterpriseplatformsorapplications.

•NaturalLanguageWeb(NLWeb):AnopenprojectdevelopedbyMicrosoftthataimstomakeitsimpletocreatearich,naturallanguageinterfaceforwebsites,allowinguserstoquerythecontentsofthesiteusingnaturallanguage,justlikewithanAIassistant

orCopilot.

Ultimately,themarketwilldeterminetheprotocolsthatunderpinagenticcommerce.Inthetravelsector,however,thereisaclearopportunitytoinfluencetheevolutionofgeneral

protocolsalongsidetheneedfortravel-specificstandardsthatreflectthecomplexityoftraveloperations.

Irrespectiveoftechnicalstandards,AmadeuswillsupportairlinestoworkwithAIassistantsinawaythatsecuresreachandconversionwhileprotectingtheirbrands.

HowAmadeusissupportingAgenticcommerce

Today,Amadeusprovidesearlyagenticsolutionssoairlinescanofferassistedtrip

planningacrosstheirowntouchpoints.Alongsidedevelopingourownfirstusecases,

wearecloselycollaboratingwithmajorAIcompanies,includingMicrosoftandGoogle,tofigureouttogetherhowtobringthebenefitsofagenticcommercetotravelers,airlinesandthebroaderindustry.

•WewillharnessouruniquepositiontoconnectAIassistantsandotheragentsownedbyairlines,travelsellersandothertravelcompanieswithtrusted,dynamictraveldata(fromindividualormultiplesuppliers),inasecureandresponsibleway.

•Withaone-to-manyvalueproposition,wecanhelpAIassistantstoefficientlyconnecttoadiverserangeoftravelcontentwhileprovidingsimilarvaluetoairlinesseekingtobroadentheirecosystemofcontentforair,hotel,mobilityandmore.

•AIaugmentstheAmadeusOpenPlatformandwerecognizethatwehaveacriticalroletoplaytoreliablyexecutethetransactionsthatunderpinAIrecommendations.

•TheadventofNDChassignificantlyincreasedlook-to-bookratios,andweexpectagenticAItripplanningtoplacefurtherstrainonlook-to-bookmetrics.WithAmadeusAdvancedAirlineProfile,

AirFrance-KLMhasreduced

unproductiveNDCtrafficby70%andwe

intendtosupportairlinestoachievesimilaroutcomesforagenticcommerce.

Whitepaper:Airlinesintheagenticage