How airlines prepare for the AI shopping revolution

With AI agents like OpenAI’s Operator reshaping retail, airlines must rethink data, offers, and strategy to stay ahead

Mar 27, 2025

OpenAI has introduced a new AI shopping agent called “Operator,” signaling the arrival of a wave of AI agents from major tech companies. These agents are designed to autonomously perform complex tasks like online shopping, including flights, insurance, and cars—essentially acting as hyper-intelligent personal assistants that navigate both public and private data to deliver highly personalized results.

Key takeaways

  • Agents will drive change, not companies: Consumers will quickly adopt AI agents, pushing a major shift in how online shopping is done - faster than companies, like airlines, can adapt.
  • Agents are supercharged search engines: They can understand content, images, calendars, preferences, and rewards systems to deliver ultra-personalized offers.
  • Airlines must become ‘agent ready’: Airlines need to upgrade their data, optimize websites for agents, and adopt dynamic, data-driven offers to stay competitive in the agent-powered future.
  • New shopping interface: The traditional website/app interaction is fading; voice-activated agents will become the new shopping interface.
  • Data quality is critical: Clean, structured, accessible data—including ancillaries and loyalty info - is key to ensuring agents can accurately represent offers.
  • SEO evolves into agent optimization: Airlines must present clear, structured info for agents, not just human users, and continuously test what works.

Get the full story at PhocusWire

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