Alaska Airlines is committed to a strong culture of innovation as it enhances the passenger experience and strengthens operational efficiency. In this video interview, following her participation at APEX FTE Asia Expo 2025, Bernadette Berger, Director of Innovation, shares how Alaska Airlines is leveraging artificial intelligence (AI), digital and automation to revolutionise ramp operations; opportunities to expand the use of GenAI and emerging agentic AI technologies across the business; the importance of a collaborative approach to innovation, and much more.
Berger participated in a standout session at APEX FTE Asia Expo 2025 – ‘The AI & Digital Transformation Summit’, which explored tapping into the full potential of AI and digital transformation – with a compelling presentation focused on ‘How Alaska Airlines is leveraging AI, digital and automation to revolutionise ramp operations’.
Aiming to improve the efficiency of baggage handling, the airline is leveraging AI and automation to optimise ramp operations. This innovation uses automated algorithms to streamline the dispatch and routing of baggage handlers. By analysing data on baggage location, agent positions, and flight schedules, the AI platform calculates the most efficient routes for moving luggage. This ensures that more guests arrive at their final destination with their bags in tow, on time.
“We’re two months into the program, and we’re already seeing real benefits,” said Berger. “It’s been incredibly exciting to apply AI in a way that directly impacts our guests’ experience.”
Hyper-personalised flight search via GenAI-powered ‘Alaska Inspires’
In another significant move, Alaska Airlines became the first airline to launch a guest-facing GenAI tool, ‘Alaska Inspires’. This innovative platform allows customers to use natural language to ask travel-related questions, offering tailored recommendations based on their needs. Whether it’s finding a warm destination for a spring break family vacation or understanding how to maximise rewards points, ‘Alaska Inspires’ connects guests with personalised destination options, helping them discover new places in a way that feels intuitive and conversational.
The response has been overwhelmingly positive. According to Berger, ‘Alaska Inspires’ has outperformed the airline’s traditional search engine in conversion rates. “It’s even higher than a fare sale,” she revealed, “because we’re helping guests find the right destinations without needing to lower our prices.”
2026 focus on agentic AI, computer vision, personalised experiences, and more
As Alaska Airlines looks ahead, AI and emerging technologies will continue to play a pivotal role in shaping its future. The airline is committed to further enhancing its operational efficiencies, particularly in baggage handling and flight operations. Computer vision technology is one area that Berger believes will make a significant impact.
“While RFID didn’t fully live up to expectations, I believe computer vision is going to be a game-changer for baggage tracking,” said Berger. This technology promises to provide more accurate data on baggage locations, ensuring bags reach their final destinations smoothly and efficiently.
In addition, Berger highlighted the potential of agentic AI, a type of AI designed to interact directly with users in a more personal and meaningful way. She sees this technology transforming how passengers engage with airline apps, providing a more seamless and personalised experience.
“We’re developing Proof of Concepts in this space, and I’m excited to see where this technology takes us,” Berger shared. “As we move forward, I expect personal AI agents to revolutionise customer interactions.”
Collaboration as the key to innovation
Innovation at Alaska Airlines is not a solo endeavour. The airline places a strong emphasis on collaboration, both within its own teams and with external partners. Indeed, APEX FTE Asia Expo 2025 provided an opportunity for Alaska Airlines to connect with other airlines, airports, and technology partners.
“We learn from the experiences of others and value relationships with airports to collaborate toward shared goals,” said Berger. “The partnerships we’ve built through Future Travel Experience events have been instrumental in accelerating our technology initiatives.”
Alaska Airlines is also a Corporate Partner of the FTE Digital, Innovation & Startup Hub, a platform that facilitates collaboration among industry innovators. The calendar of in-person and virtual FTE Hub meetings have been invaluable for Alaska Airlines, allowing it to explore new technologies, share ideas, and keep pace with the rapidly changing landscape of air travel.
APEX FTE Asia Expo: a global perspective on innovation
APEX FTE Asia Expo 2025 marked a milestone for Alaska Airlines, as it was the first time its innovation team attended the event in Singapore. The experience provided Berger and her team with the opportunity to learn from a diverse group of airlines and airports in Asia and beyond. As the airline looks ahead to 2026 and beyond, it’s clear that innovation, collaboration, and a relentless focus on customer experience will continue to drive Alaska Airlines forward. “Meeting new airlines and airports and learning from what they’ve been working on has been fantastic. We’re excited to see what next year’s event will bring.”
Alaska Airlines is undoubtedly at the forefront of digital transformation in the aviation industry. With its innovative use of AI, automation, and digital tools, the airline is not only improving operational efficiencies but also enhancing the overall guest experience. As the airline looks to the future, its commitment to innovation and collaboration ensures that it will continue to lead the way in shaping the next generation of air travel.
View the full APEX FTE Asia Expo 2025 report >>Save the date for APEX FTE EXPO Asia, 18-19 November 2026 – uniting the world in Singapore for the largest end-to-end passenger experience and innovation expo
This year, we’re building on 15 years of incredible momentum, as our long-running regional show evolves into a true global mega event with the launch of the unified APEX FTE EXPO Asia, bringing together two of the industry’s most respected brands under one roof at the Marina Bay Sands. APEX will bring its largest event, APEX Global EXPO, to Singapore, combining its unrivalled customer experience heritage with FTE’s long-established regional innovation APAC event, which will now take on a broader global focus.
This powerful new collaboration will unite the world in Singapore for the largest end-to-end passenger experience and innovation expo, connecting airline, airport, and technology leaders from across APAC and beyond to showcase the ideas, solutions, and partnerships redefining the future of travel.
With more than 3,000 participants expected, including representatives from 100+ airlines and airport operators from around the world, attendees will experience a dynamic exhibition and conference programme featuring C-suite interviews, case studies, and discussions exploring the strategies, technologies, and collaborations driving the next era of air transport innovation.
Mark your diary for APEX FTE EXPO Asia, Singapore, 18-19 November 2026 >>
