Customer experience in the era of AI : Harnessing AI and technology for a human future that works
Ioanna Papadopoulou, Marypola Kotsi · Journal of Airport Management · 2025
As the aviation sector embraces artificial intelligence (AI) and digital transformation, airports are rapidly evolving into smart, adaptive ecosystems where AI and advanced technologies are not just operational tools, but strategic enablers of a more human-centric travel experience. This paper explores how traditional metrics along with AI are being leveraged to enhance airport operations and passenger satisfaction, with a focus on Athens International Airport’s (AIA) innovative approach to customer experience. Central to AIA’s strategy is the integration of AI and digital analytics to complement traditional feedback mechanisms, enabling data-driven decision making. A standout innovation is the tool for measuring passengers’ emotional engagement, which goes beyond satisfaction metrics to uncover the emotional drivers behind traveller behaviour. Equally transformative is the i-mind programme, a pioneering internal engagement initiative designed to turn every airport employee into a proactive guardian of the passenger experience. More than a quality control mechanism, i-mind represents a cultural shift — embedding ownership, accountability and empathy into the core of airport operations and fostering a workforce that is emotionally attuned to passenger needs. Aviation professionals will gain from this paper a strategic insight into integrating traditional feedback with the latest technological advancements, a deeper understanding of emotional analytics as a next-generation metric, and a forward-looking perspective on how airports can remain competitive by aligning technological innovation with human needs. Ultimately, the paper aims to serve as a blueprint for organisations seeking to balance the integration of AI and digital transformation with traditional metrics, demonstrating that the future of passenger experience and air travel lies not just in technology, but in deeply understanding the human experience at each touchpoint through every journey. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.