Alaska Airlines is using generative AI for flight searches: Travel Weekly

Alaska Airlines has begun deploying generative AI on flight searches, with a broader rollout planned for the summer. 

Since April 19, the carrier has been piloting a flight-search tool layered over OpenAI technology that enables users ask for tips based upon the timing, cost and type of trip they are interested in. 

For example, a flyer can tell the tool, “I’d like to take a vacation in the mountains for four days in July on a budget.” The AI engine will then respond with suggested Alaska flights from the flyer’s origin city. 

Users can also click on an information button for an explanation of why those particular flights and destinations were chosen. 

Marriott Bonvoy and Expedia are examples of travel brands that have deployed generative AI trip planners. Alaska Airlines managing director of product and digital experiences Natalie Bowman said she’s confident Alaska is the first U.S. airline to do so. The tool was initially served up randomly to 5% of flight searchers on the AlaskaAir.com website and deployment increased to 15% of searchers on May 1. If all continues to go well, it will be offered to all website visitors beginning June 1, Bowman said. 

In the meantime, individuals who want to use the tool can find it directly at AlaskaAir.com/LetsGo.

Unlike more broad-based generative AI planners, Bowman said the Alaska tool does not provide imagined responses, called hallucinations, because it draws only from flights loaded into Alaska’s booking tool, not from other sources.

In August, however, Alaska plans to roll out a more sophisticated generative AI application layered over Google’s Gemini AI platform. It will offer interactive maps, photographs and aerial views of destinations with richer content, Bowman said. 

“My broader vision is we are going to serve up multiple ways for people to shop and explore travel destinations based on what they want and how they want to do it,” she explained. 

Bowman expects the new tool to be especially useful during the early phases of travel planning, as people are deciding where to go for their vacation.  

She said that on average, flight shoppers interact with Alaska 16 times before buying a ticket. 

“We think if we can reduce that time, get people to a decision faster, it will increase our conversion and bring us more revenue,” she said.