“Digital will be one of the competitive advantages for Air India. We want to be the most technologically advanced airline in the world,” Satya Ramawamy, Chief Digital and Technology Officer at Air India.
The airline, which lacked any modern technology in its daily functioning before privatisation, has invested heavily to upgrade its digital capabilities including investing in artificial intelligence.
“Currently our AI tool bot handles 97% of passenger queries without transferring them to the call center. It has helped us to limit the requirement of increasing agents in the call centre. On a day barely 300 queries out of 10,000 queries” Ramaswamy said.
Ramaswamy feels that a new website and smooth experience on the platform will result in the airline doubling its ticket sales through direct channels, including its website and app, within the next 2-3 years by enhancing their value proposition to passengers.
Direct booking helps airlines to save money on distribution and commission to agents.Currently, around 25% of Air India’s ticket sales occur through direct channels, while approximately 75 per cent are handled via indirect channels such as travel websites like MakeMytrip and Ixigo, which charge significant commissions.“We have recently revamped our website and app, doubling the revenues from direct channels through our mobile app and website. Globally, the revenue split between direct and indirect channels is 50-50, and we aim to reach that level,” he said during a media briefing.
The airline plans to introduce “one-click booking” on its website and app by December. “Customers will simply enter their itinerary in the search bar (e.g., a ticket from Delhi to Mumbai, departing on October 24 and returning the same evening), and the system will provide the full flight details. All that’s left is one click to complete the payment,” Ramaswamy explained.
