Iberia has launched a ChatGPT app aimed at making travel search more natural, flexible and contextual for customers.
The Spanish airline unveiled the service at South Summit, one of the world’s leading innovation and entrepreneurship events, as it expanded its AI-powered conversational tools. The app uses OpenAI technology and is designed to support travellers from the first spark of inspiration through to the booking process within Iberia’s own digital ecosystem.
The launch marks the latest step in Iberia’s push into new digital channels as airlines and travel companies race to offer more personalised online planning tools. It also shows how the carrier is widening the ways customers can search for flights and start planning trips without leaving conversational interfaces.
Iberia said the new app enables more natural travel searches inside ChatGPT by using context to refine results and improve relevance. The company did not give details on whether the app is available to all customers immediately or in which markets it is currently being rolled out.
The move comes as travel brands increasingly test artificial intelligence to simplify trip planning and reduce the time customers spend searching across multiple websites and apps. For Iberia, the launch reflects a broader strategy to stay present across the entire journey, from inspiration to booking.
South Summit provided a high-profile setting for the announcement, underlining the airline’s interest in positioning itself as a technology-led travel brand. Iberia said the app is part of its ongoing effort to explore digital channels that can better support customers at different stages of travel planning.
OpenAI’s technology gives the app access to a conversational format that can interpret more open-ended requests than a standard search box. That means users can ask for travel options in a less rigid way, while the system attempts to surface more relevant responses based on the context of the conversation.
Airlines have been under pressure to improve digital service as travellers increasingly expect faster, simpler and more personalised tools. Iberia’s latest release suggests the carrier sees AI not only as a customer service feature but also as a way to shape how people begin their trips.
The company has not disclosed any financial details linked to the launch, and it has not said whether more features will be added later. For now, the focus is on offering a more flexible search experience inside ChatGPT and connecting that experience to Iberia’s booking environment.
As the travel sector continues to experiment with generative AI, Iberia’s move adds to a growing list of airline and tourism brands trying to meet customers where they already spend time online. The airline’s message is clear: it wants to be part of the planning process earlier, and in more conversational ways, than before.
