Emirates' AI Innovation Challenge: Enhancing Customer Experience through Personalized In-Flight Services

Maryam Alfalasi ()

European Journal of Business and Strategic Management, 2025, vol. 10, issue 3, 31 - 43

Abstract: Purpose: This research explores the efforts of Emirates Airline in addressing a challenge to create personalized in fight amenities through an open artificial intelligence (AI) innovation. It is the central aim to investigate how AI can be strategically leveraged to raise the passenger experience in line with the airline’s long term business goals. Methodology: The way a study is framed is within a theoretical framework pertaining to Porter’s (1990) Competitive Strategies framework and Schilling’s (2005) Innovation Funnel model. These frameworks are utilized to examine the correspondence between AI-based offers and Emirates’ pronounced goal, customer inclinations, along with its working adaptability. Findings: Based on our implementation of the AI personal service package, it was revealed that there were three major advantages. The first was that it substantially increased the customer satisfaction because of its services they offer that is caters to individual preferences. Secondly, the service delivery system improvement increased the operational performance of the airline by reducing inefficiency. Unique Contribution to Theory, Practice and Policy: The research based on the findings recommends that airlines would increasingly adopt use of AI based personalization as a core part of their innovation strategy. With each new AI capability, the aviation sector has to realize AI as ’stuff to do better operations’, but also ’fuel to extend markets and to build customer delight’..

Keywords: Artificial Intelligence; Aviation Innovation; Customer Experience; Personalisation; Open Innovation; Emirates Airlines; Strategic Management; Data Privacy; AI Ethics (search for similar items in EconPapers)
Date: 2025
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