Agentic AI is moving from experimentation to deployment in aviation, with a new report from Amadeus, supported by Microsoft, suggesting the technology could transform customer service, digital commerce, operations, marketing, and personalization. Based on interviews with airlines including Azul Linhas Aéreas, Icelandair, and Southwest Airlines, the report argues that agentic AI systems are now mature enough to be deployed across predictable, high-impact workflows.

The research identifies five areas where airlines can already begin creating value.

One of the most immediate opportunities is automated voice rebooking. According to the report, AI agents can manage flight changes, propose alternative itineraries, explain fare differences, and process payments while handling multiple customer interactions simultaneously. Amadeus said the technology has already been successfully tested and is ready for production deployment.

Another key opportunity is “agentic commerce,” where AI assistants help travelers plan, book, and manage personalized trips across airline channels. The report also points to growing opportunities for airlines to engage with third-party AI assistants such as ChatGPT and Microsoft Copilot as these tools become increasingly embedded in consumer decision-making.

Marketing is also expected to evolve, with AI agents capable of identifying opportunities, generating content, allocating budgets, and evaluating campaign performance. Meanwhile, operational teams could use networks of AI agents to support aircraft turnaround management, maintenance planning, crew scheduling, and other critical processes.

Operational efficiency is also emerging as a major use case. The report outlines how teams of AI agents could support aircraft turnaround management by monitoring maintenance requirements, crew schedules, refueling activities, and other operational processes to create coordinated action plans. Icelandair and Southwest Airlines are already exploring AI-enabled decision-support systems to improve planning and operational performance.

The fifth use case focuses on personalization, enabling airlines to move beyond static rules and fragmented customer data to deliver more relevant offers and experiences.

“We expect agentic AI to improve almost every airline workflow, from network planning to customer service,” said Cyril Tetaz, Executive Vice President of Airline Solutions at Amadeus. “As a trusted system of record in travel, we facilitate travel industry connectivity and orchestration at scale, and this new technology will help us accelerate progress toward a smoother, more connected journey.”

Beyond specific use cases, the report highlights the importance of strong data foundations, clear governance frameworks, and prioritizing applications that deliver measurable business value through revenue growth, efficiency gains, or cost reductions.

Julie Shainock, Global Managing Director for Travel, Transport and Logistics at Microsoft, said the industry is approaching a pivotal moment. “2026 will be a defining year for agentic AI in aviation,” she said. “Over the next 18 months, most airlines will move from exploration to real-world deployment, embedding agents across the traveler journey and core operations.”

As airlines face increasing pressure to improve efficiency while meeting rising customer expectations, the report suggests agentic AI could become one of the industry’s most significant technological shifts, reshaping both customer experiences and airline operations.