Generative AI (GenAI) is undoubtedly a hot topic and features in FTE’s ‘12 technology and CX trends that can enhance airline and airport operations in 2025’. GenAI solutions are rapidly spreading across various industries, including air transport, as a result of their transformative potential. In part 1 of our comprehensive focus on GenAI, Aeroporti di Roma, Fraport, SITA and DataArt share how GenAI is poised to revolutionise processes, streamline operations and enhance user experiences beyond the typical use cases of search engines or chatbots.
Aeroporti di Roma’s collaborative approach and roadmap for GenAI adoption
Aeroporti di Roma (ADR) – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – is deeply invested in exploring and leveraging Generative AI (GenAI) solutions to streamline its operations and enhance user experiences. “During the last year, we designed a roadmap for GenAI adoption together with all business lines to address specific challenges,” explains Floriana Chiarello, Head of Enterprise Transformation, AI & Governance, ADR. “Through this collaborative approach, we aim to stay ahead of the curve and continuously optimise both our customer-facing services and internal operations, all while adhering to ethical AI practices and transparency.”
ADR views GenAI as much more than just a buzzword. As an airport operator, it sees tremendous potential in utilising GenAI to enhance both operational excellence and passenger experience far beyond the typical use cases of search engines or chatbots. “GenAI is transforming departments’ activities, enabling a new way of working, and it can be a game-changer,” Chiarello shares. “ADR has already implemented specific GenAI tools, such as a chatbot that provides passengers with information and suggestions during their journey at the airport, or a turnaround monitoring solution to enhance airport operations. Additionally, ADR has committed capital to the growth of AI platforms advancing the aviation industry through the investment in Assaia via ADR Ventures, the CVC arm of ADR. Assaia leverages proprietary AI models and computer vision to accelerate turnaround operations and is now adopted by world-leading airports.”
GenAI has the potential to significantly streamline operations, empower staff, and create a more seamless experience for passengers in several impactful ways. “Many administrative tasks can be automated using GenAI,” says Chiarello. “This allows staff to focus on more strategic activities, improving productivity thanks to AI’s ability to provide staff with real-time support and quick answers to operational questions through chatbots or virtual assistants. From a passenger experience perspective, GenAI can anticipate passenger needs by providing real-time flight updates, gate changes, or reminders about baggage claim status. It can also handle frequently asked questions or direct passengers to relevant services, allowing for smoother, stress-free travel experiences thanks to chatbot or virtual agent development.”
The implementation of GenAI technologies is crucial in keeping up with the growing volume of air traffic, while ensuring high levels of performance and quality. “Robotics, integrated with AI, further elevates performance by automating tasks such as baggage handling, security screening, and customer service, all of which help to manage an increasing number of passengers and flights without compromising on the overall passenger experience,” Chiarello adds.
Of course, while offering significant opportunities there are also challenges regarding the utilisation of GenAI. One of the primary concerns is hallucination risk. “GenAI models, while capable of generating sophisticated and contextually relevant content, can still produce results that are not grounded in reality,” Chiarello explains. “In areas where GenAI is deployed in customer-facing roles or decision-support systems, hallucinated outputs may not only result in misinformation but could also cause damage to reputation. To mitigate the risk of hallucination, the inclusion of a human-in-the-loop is critical to ensure that human oversight and judgment are applied to the AI-generated outputs, enhancing reliability. AI, in general, is only as good as the data it’s trained and based on. Ensuring that we have high-quality, consistent, and structured data is essential for GenAI solutions to be effective.”
Introducing GenAI-driven systems means staff need to be trained on how to effectively use and interact with the new technologies. Resistance to change can be a barrier, especially if employees are unfamiliar with GenAI or if the system requires significant shifts in how daily operations are carried out. “Managing this change and ensuring staff are adequately supported is a key consideration,” says Chiarello. “AI technology evolves very quickly. This fast pace of improvement can make decisions about AI investments and adoption increasingly difficult. New models, frameworks, and breakthroughs emerge regularly, meaning that AI solutions that were state-of-the-art a year ago could already be outdated. Businesses must carefully consider not only the immediate benefits of AI adoption but also the potential for technological obsolescence. Balancing between early adoption and waiting for maturity, while keeping pace with the technology, is essential to maximise the value of AI while minimising risks.”
Concluding with advice for airports, airlines and other industry stakeholders exploring how they can use GenAI, Chiarello emphasises that, as ADR has done in its AI strategy definition project, it is essential to have a clear understanding of what specific problems you’re trying to solve. “Defining clear objectives will guide AI implementation and ensure that it delivers real value for the business,” Chiarello shares. “One of the main challenges is about data. So, investing in data governance and ensuring that you have clean, accurate, and structured data is crucial. Many airports and airlines already have large amounts of data, but it often resides in siloed systems. Creating a centralised data ecosystem that enables AI to access and analyse relevant information across departments will be key to its success. AI is meant to empower employees. Ensuring that employees are trained and confident in using AI tools is critical for the success of any implementation. Encourage a culture of collaboration where staff see AI as a supportive tool.”
Hear more from Aeroport di Roma at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events, taking place in Dublin – the ‘Silicon Valley of Europe’ – on 10-12 June 2025. Giovanni Gennaro, Head of Open Innovation, Aeroporti di Roma, is among the speakers already confirmed.
Register for APEX FTE EMEA and APEX FTE Ancillary & Retailing – one registration provides access to both events >>Fraport leveraging GenAI to enhance operations, improve CX and drive innovation
With its new corporate strategy ‘Fraport.2030’, Fraport – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – is laying the foundation to address current and future strategic challenges. Central to this is the AI@Fraport initiative, which aims to increase the satisfaction of airlines and passengers through intelligent process automation, while simultaneously easing the daily workload of employees.
“The AI@Fraport initiative takes a holistic approach to Generative AI (GenAI) and is divided into key areas,” explains Claus Grunow, VP Corporate Strategy & Digitalization, Fraport. “AI@Basics empowers our employees and establishes the ethical, legal, and technical foundations to prepare Fraport for the future use of AI. AI@Ops focuses on developing AI solutions to optimise airfield processes and our operational workflows. AI@Workplace aims to redefine the workplace and alleviate employees from repetitive administrative tasks. With this approach, we are addressing our greatest strategic challenges, such as the skilled labour shortage and the rising expectations of our customers. The GenAI platform is the core of AI@Workplace, enabling various AI applications to autonomously generate new content. It provides standardised access to Fraport-specific data, allowing for diverse uses and easy scalability.”
One use case is FraportGPT, which is based on OpenAI’s GPT-4 model and supports employees in brainstorming, drafting, and translating content, enhancing efficiency in information retrieval and content creation. “Additionally, the tool includes a document search function, allowing employees to easily access company agreements and other binding internal documents,” says Grunow. “This eliminates the time-consuming process of searching for specific guidelines, thereby empowering our workforce.”
AI provides significant benefits in process optimisation, staff support, and enhancing customer experiences. Fraport launched AI@Workplace as a key initiative to ensure its employees also benefit. “This initiative aims to fundamentally transform office work by utilising AI to increase the efficiency of administrative tasks by reducing repetitive and time-consuming activities,” Grunow shares. “This allows employees to focus more on essential creative and strategic tasks. The newly introduced applications are designed to foster a productive and innovative work environment, positioning Fraport AG as a progressive and future-oriented company.”
Currently, two key projects are being advanced: the development of a GenAI platform and the testing of Copilot as a personal AI assistant in the office system landscape. “In collaboration with the Information and Communication Technology department, we have developed the GenAI platform FraportGPT,” says Grunow. “In the area of complaint management, the GenAI platform enables more efficient handling of aircraft noise complaints. By automating research, filtering relevant flight data, and generating response suggestions, processes are significantly accelerated, and employees are relieved. AI-based analysis can identify potential threats, assess them, and develop appropriate countermeasures or take preventive steps to minimise risks and ensure the safety of the airport.”
Alongside significant opportunities, the utilisation of GenAI of course presents challenges that need to be addressed to ensure its successful implementation and operation. One of the primary challenges is the need to develop an awareness of AI among users. “It is essential to provide thorough training to ensure users are proficient and comfortable with the new technology,” Grunow explains. “Additionally, strict compliance with EU data protection regulations must be maintained to protect the privacy and data of all stakeholders. This requires a robust framework to ensure that all AI applications adhere to these stringent standards. Another significant challenge is the successful implementation and integration of the AI-based system into existing airport operations. This requires careful planning and coordination to ensure a seamless transition and minimal disruption to current processes. Moreover, achieving accurate and comprehensive predictions to set new standards in the aviation industry is crucial. The AI system must be capable of delivering precise forecasts to enhance efficiency and operational performance.”
Addressing these challenges is vital for leveraging the full potential of GenAI and driving innovation within the aviation sector. By tackling these issues head-on, Fraport aims to ensure that AI tools like FraportGPT significantly improve operational efficiency and customer satisfaction.
Sharing advice for airports, airlines and other industry stakeholders exploring how they can use GenAI, Grunow highlights the importance of promoting a culture that embraces AI by investing in training and awareness programs. “Empowering your workforce with knowledge and skills in AI will help mitigate resistance and foster a forward-thinking environment, paving the way for smoother transitions and greater innovation,” says Grunow. “Ensure the availability and accuracy of your data. A strong data foundation is critical for the effective implementation of AI technologies. By providing a customisable AI platform, you can standardise and streamline AI deployment, maximising the benefits of AI integration.”
Grunow adds that continuously seeking out opportunities for AI integration will help stay ahead of the curve and drive continuous improvement in processes. “By following these guidelines, airlines and airports can successfully leverage GenAI to enhance their operations, improve satisfaction, and drive innovation.”
SITA: “GenAI is definitely more than a buzzword – we’ve proven with real developments business processes can be reengineered”
SITA – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – is actively using Generative AI (GenAI) to help its customers to increase their productivity and augment the capabilities of passenger-facing staff. “SITA Lab has successfully concluded joint developments with industry partners to prove transformative power of GenAI on processes,” explains Adrien Sanglier, Innovation Program Manager, SITA. “GenAI is definitely more than a buzzword – we’ve proven with real developments business processes can be reengineered. It is the case with cargo management, decision-making in airport operations context, or flight crew training.”
GenAI can streamline operations, empower staff, and deliver more seamless customer experiences. “A number of operations in our industry are exception-based,” says Sanglier. “It means that staff are to look into numerous documents and procedures to ensure the right action is taken in front of a particular operation. GenAI provides high value in recommending the right tasks based on voice, text or even an image, taking into account context and being fed from trustful sources. This is true for passenger experience use cases as well. Air travel remains complex and unintuitive for passengers. AI assistants have the potential to directly assist passengers and do things for them.”
Alongside significant opportunities, the utilisation of GenAI of course presents challenges that need to be addressed to ensure its successful implementation and operation. “There is an expectation from passengers that a passenger AI would provide the same conversational features as a human,” Sanglier shares. “But we quickly realised the technology is not ready yet to integrate regional specifics for global use. Also, hallucinations from any LLM can create high reputational damage.”
Concluding with advice for airports, airlines and other industry stakeholders exploring how they can use GenAI, Sanglier emphasises that there is no magic on a GenAI project – data quality and comprehensiveness is key for a successful outcome, as for any IT data project. “It is particularly critical if the generated data becomes an input to another process or IT system,” says Sanglier. “This data training, based on secure and controlled sources, requires extensive validation and fine-tuning, so ensure you plan for this cost when exploring a GenAI project. Start your analysis by finding problems where AI can be a clear benefit. Do not use AI for the sake that it is trendy. Airlines and airports can look for those routine tasks that deserve automation. For example, SITA Lab has been developing GenAI-based tools to optimise baggage processes, or change the way airport workers interact with systems.”
SITA is exhibiting at FTE Global – the “CES of Aviation” – taking place in Long Beach, California, on 9-11 September 2025. Co-located once again with APEX/IFSA Global EXPO, it will be the largest and most influential gathering of air transport executives in North America in 2025, seamlessly blending insights from the airport and inflight worlds under one roof.
Find out more and register for FTE Global >>DataArt: “GenAI is more than a trend – it represents a paradigm shift in how airlines and airports operate”
When the Generative AI (GenAI) frenzy began several years ago, DataArt’s R&D centre quickly moved to analyse its potential, not just from a theoretical standpoint but with a deep, hands-on approach. That’s when DataArt – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – created its AI-first framework. “We picked up our GenAI R&D use cases and started to actively use them at our own company, so we knew first-hand how to make them most comfortable for our clients,” explains Tim McMullen, Vice President, Business Development – Aviation and Travel Technology, DataArt. “Once we successfully transitioned to an AI-first company, we used those lessons to help our clients do the same, ensuring they could adopt GenAI in a way that truly fits their needs.”
Building on this foundation, DataArt has developed a comprehensive suite of GenAI services designed to tackle the unique challenges faced by airlines and airports. Its offerings range from strategic consulting to identify and implement high-impact GenAI use cases, to custom solution development with a strong focus on security and scalability. “We also provide GenAI accelerators to fast-track AI adoption and ensure seamless integration into existing workflows,” says McMullen. “Beyond implementation, we offer continuous support and optimisation to help businesses sustain high-performance AI solutions.”
Indeed, DataArt’s expertise extends across industries, with successful applications in aviation, such as optimising airline pricing models, automating booking workflows, and enhancing operational efficiency through AI-driven insights.
“GenAI is more than a trend – it represents a paradigm shift in how airlines and airports operate,” McMullen shares. “While search engines and chatbots are the most recognised applications, GenAI’s capabilities extend much further in aviation. It can automate customer communication during flight disruptions, generate synthetic datasets to improve predictive analytics for demand forecasting and maintenance, and dynamically personalise inflight and loyalty program content. GenAI is also revolutionising crew training through AI-generated scenario simulations and creating tailored travel recommendations based on passenger preferences. These applications showcase how GenAI can drive operational efficiency and enhance passenger experiences beyond conventional AI-powered tools.”
GenAI has the potential to significantly streamline operations by automating repetitive tasks, allowing staff to focus on more strategic activities. For instance, AI-powered assistants can not only manage routine enquiries but also automate complex workflows like flight rebooking, baggage tracking, and personalised travel recommendations, reducing operational costs and enhancing customer experience. “In terms of empowering staff, GenAI tools can provide real-time data insights, aiding in decision-making and operational planning,” says McMullen. “For customers, GenAI enables personalised experiences by analysing data to offer tailored recommendations and services, thereby enhancing overall satisfaction.”
Implementing GenAI solutions comes with its own set of challenges, ranging from technical integration to cultural adoption. One of the most critical aspects, however, is ensuring compliance with regulatory standards. “Unlike traditional AI models that rely on structured datasets and predefined rules, GenAI generates entirely new content – text, images, or even decisions – based on vast amounts of training data,” McMullen explains. “This makes compliance more complex because outputs can be unpredictable, difficult to audit, and even introduce unintended risks. For airlines and airports, where safety, security, and passenger trust are critical, uncontrolled AI outputs could lead to misinformation, regulatory violations, or even operational disruptions.”
To mitigate these risks, McMullen says organisations must establish clear guardrails for GenAI implementation, including:
- AI Committee: “Many organizations are establishing AI compliance committees – cross-functional teams responsible for overseeing AI implementation, monitoring compliance, and ensuring ethical AI practices. These committees typically include legal experts, AI engineers, business leaders, and industry regulators, working together to set guidelines, assess risks, and ensure that AI systems align with industry standards.”
- Data Governance and Bias Mitigation: “GenAI models are only as reliable as the data they are trained on. Poorly curated or biased training data can lead to discriminatory outputs, making compliance with anti-bias regulations and fair AI principles a priority. That’s why airlines and airports must apply rigorous data filtering, validation, and continuous auditing to prevent bias and misinformation.”
Moreover, integrating GenAI with existing systems requires careful planning to avoid operational disruptions. It’s not just about adding AI into the mix – it’s about making sure it works seamlessly with current technologies, meets regulatory expectations, and is embraced by the people who will use it daily.
“For airlines and airports considering the adoption of GenAI, it’s advisable to start with a clear assessment of your organisation’s AI readiness and identify specific areas where AI can add value,” McMullen adds. “Engaging in strategic consulting can help in discovering potential use cases tailored to your business challenges. Developing a proof of concept allows for testing ideas with minimal initial investment, providing insights into feasibility and potential ROI. Partnering with AI experts ensures smooth integration while addressing key challenges like data governance, model training, and system interoperability, maximising ROI and long-term scalability.”
DataArt is exhibiting at FTE Global – the “CES of Aviation” – taking place in Long Beach, California, on 9-11 September 2025. Co-located once again with APEX/IFSA Global EXPO, it will be the largest and most influential gathering of air transport executives in North America in 2025, seamlessly blending insights from the airport and inflight worlds under one roof.
Find out more and register for FTE Global >>GenAI a driving force behind optimisation, personalisation and innovation
As the above examples illustrate, GenAI has the potential to reshape the aviation industry in profound ways. GenAI is becoming a driving force behind optimisation, personalisation and innovation. AI-powered systems enable airlines to optimise flight paths, improve air traffic management, and enhance fuel efficiency by analysing real-time data streams. GenAI further supports this by modelling complex scenarios, such as optimising schedules in response to changing weather or air traffic conditions, ensuring operational resilience. It is also enhancing the passenger experience through personalised service, customer support, predictive analytics and much more, making the overall travel experience smoother, faster and more tailored.
Read more about the 12 technology and CX trends that can enhance airline and airport operations in 2025 >>
