Agentic AI is moving from concept to reality across the airline industry, with a new report from Amadeus and Microsoft suggesting the technology could fundamentally reshape everything from customer service and digital commerce to operational planning and aircraft turnaround management.
The report, Airlines in the Agentic Age: Use Cases and Ideas for Getting Started with AI, argues that airlines are approaching a critical turning point where agentic AI systems are mature enough to be deployed across predictable, high-impact workflows that can generate measurable business value.
Based on interviews with industry professionals and airline leaders from carriers including Azul Linhas Aéreas, Icelandair and Southwest Airlines, the report outlines practical applications already being tested and identifies areas where widespread adoption could occur over the next 12 to 18 months.
From Experimentation to Deployment
Unlike traditional AI tools that assist users with individual tasks, agentic AI systems are designed to act autonomously, completing multi-step workflows, making decisions and coordinating activities across different systems.
According to the report, operational processes, customer service and digital commerce are emerging as some of the earliest and most promising applications.
Amadeus believes the technology has the potential to improve almost every airline workflow, from network planning and revenue management to passenger communications and disruption handling.
Cyril Tetaz, Executive Vice President of Airline Solutions at Amadeus, said agentic AI presents significant opportunities both for airlines and for the wider travel technology ecosystem.
He noted that as a system-of-record provider connecting multiple parts of the travel industry, Amadeus sees AI helping accelerate progress toward a more connected and seamless travel experience.
Five Areas Already Delivering Value
The report identifies five key areas where airlines can begin generating tangible returns from agentic AI today.
One of the most advanced use cases is automated voice rebooking. Trials conducted by Amadeus demonstrated that AI agents can identify a booking, understand a passenger’s spoken request, suggest alternative flights, explain fare differences and process payment through a natural voice conversation.
The technology can simultaneously handle large numbers of customer requests in multiple languages, significantly reducing waiting times during disruptions. According to Amadeus, the capability has already been successfully tested and is ready for commercial deployment.
Another major opportunity lies in agentic commerce. AI-powered assistants can help travelers plan, book and manage increasingly personalized journeys across airline websites, mobile applications and contact centres. The report also explores how airlines can engage with emerging consumer AI platforms such as ChatGPT and Microsoft Copilot.
Digital marketing is also expected to benefit from automation. AI agents can identify underperforming routes, recommend promotional strategies, generate advertising content, allocate marketing budgets across channels and analyse campaign performance with minimal human intervention.
Operational Decision Support
Operational efficiency represents another significant area of interest.
Aircraft turnaround management, one of the most complex and time-sensitive aspects of airline operations, is highlighted as a particularly promising application.
Teams of AI agents can monitor maintenance activities, crew availability, refuelling schedules and ground operations simultaneously, creating integrated recommendations that help airlines improve on-time performance and resource allocation.
Icelandair and Southwest Airlines are among the carriers already exploring AI-enabled decision support systems to enhance operational planning and improve coordination across departments.
Personalization is the fifth major use case identified in the report. Rather than relying on static rules and fragmented customer data, AI agents can continuously analyse traveller preferences, purchase history and behavioural patterns to create tailored offers, customized travel experiences and more relevant digital interactions.
This enables airlines to align commercial objectives with individual customer needs throughout the travel journey.
Data and Governance Remain Critical
While the opportunities are substantial, the report stresses that successful adoption depends on strong data foundations.
The effectiveness of agentic AI systems is directly linked to the quality, structure and accessibility of airline data. As a result, data preparation is identified as the most important first step for carriers seeking to implement the technology.
The report recommends that airlines focus on high-value workflows where AI can deliver measurable outcomes, whether through cost savings, operational efficiency or revenue generation.
It also encourages organizations to carefully evaluate whether AI is the most appropriate solution for a given challenge rather than adopting the technology indiscriminately.
Strong governance frameworks are equally important to ensure AI systems operate responsibly, maintain customer trust and comply with regulatory requirements as adoption scales.
A Defining Period for Aviation AI
Microsoft believes the next 18 months will be particularly significant for the aviation sector.
Julie Shainock, Global Managing Director for Travel, Transport and Logistics at Microsoft, described 2026 as a defining year for agentic AI in aviation.
She expects airlines to move rapidly beyond experimentation and begin embedding AI agents across both customer-facing services and core operational processes.
As competition intensifies and operational complexity continues to increase, the report concludes that airlines able to successfully integrate agentic AI into their businesses may gain a meaningful advantage in efficiency, customer experience and long-term profitability.
